Google has launched its Connected Apps Platform, simplifying the process for businesses to integrate their applications with its AI services in Search and Gemini.
Initially rolled out in Gemini and Google Search earlier this year, connected apps enable users to securely link and engage with well-known third-party services, utilizing them for particular tasks. Examples include connecting to Canva for flyer design or YouTube Music for playlist creation.
Similar concepts have been observed in other AI services targeting consumers, such as ChatGPT and Meta’s Muse. The underlying idea is that these integrations could eventually lead consumers to access their preferred services via their AI provider, rather than opening individual applications.
Nevertheless, attracting and keeping consumer interest hinges on offering a diverse selection of connected apps.
Google intends to allow any business or developer desiring to engage with users via Search or Gemini to submit their own connected apps and track their performance.
This platform’s preview is presently in beta for U.S. developers, enabling them to create and submit applications usable across Google’s various offerings.
Google clarifies that developers can begin by integrating with either a cloud-hosted MCP (Model Context Protocol) server or Android MCP via the AppFunctions APIs, followed by using the Google Connected Console to register, test, and submit their application.
Fundamentally, this procedure allows developers to link their applications to Google’s services, making them compatible with the search giant’s AI functionalities. Developers also have the option to make their app accessible through Search, the Gemini app, or both.
Once the app is active, developers can monitor traffic, latency, and error rates, while retaining control over their brand’s identity, including verified logos and authenticated accounts.
Much like SEO facilitated companies and websites in achieving search engine rankings, this initiative could represent a foundational step for businesses aiming to enhance the visibility of their services to users within the emerging agentic web.
Gemini already features more than 50 Connected Apps, provided by partners such as Adobe, Experian, Localiza, Peloton, among others, alongside Google’s extensive suite of services, ranging from Workplace and Photos to YouTube Music and Google Home.
These applications are set to become available in Google Search in the coming weeks. Currently, Search offers fewer integrations, including apps like Instacart, Canva, YouTube Music, and Yahoo Fantasy Football.
Google announced that the meditation app Calm is a new partner in this initiative, and its application will soon be released on both Gemini and Search.
The Connected Apps platform is currently in public preview for U.S. developers who join the waitlist. Google has not yet disclosed a timeline for its wider availability.