Google launches Connected Apps platform for Gemini and Search

The Connected Apps Platform

Google recently launched a preview of its Connected Apps Platform, which serves as a unified system for developers to bring external capabilities into Gemini and Search. This initiative allows third-party tools to function directly within Google's primary AI and search interfaces. By doing this, Google aims to provide users with specific services exactly when and where they need them.

The platform currently features more than 50 live integrations. While some are already active in the Gemini app, others are scheduled to appear in Google Search within the coming weeks. This rollout is designed to be phased, with Google intending to add more developers, markets, and products over the next several months.

The goal of this platform is to create a distribution advantage for developers. As noted by Elliot Garreffa on X, this move represents a significant moment for how software is surfaced to users. It allows apps to meet the user at the moment of intent, rather than requiring the user to navigate away to a separate website or application.

How the integration works

Developers can connect their services to the platform using specific technical pathways. They must integrate with either a cloud-hosted MCP server or an Android MCP using the AppFunctions APIs. Once the technical setup is complete, developers use the Google Connected Console to register, test, and submit their applications for review.

During the submission process, developers have the flexibility to choose where their tool will appear. They can decide if the integration will go live in the Gemini app, in Google Search, or in both surfaces simultaneously. This gives developers control over their reach while allowing Google to manage the user experience across different products.

Once an app is live on the platform, Google provides a suite of analytics tools for the developers. These tools allow partners to track essential performance metrics such as traffic, latency, and error rates. These metrics help developers ensure their tools are functioning correctly and providing a smooth experience for the end user.

Strict rules on advertising

A core component of the Connected Apps Policy is the restriction on how partners can monetize their integrations. The policy states that partners must not serve any third-party advertising content or promotional material through their integrations. This means that while an app can show its own brand elements, it cannot act as a billboard for other companies.

Google requires that these apps offer direct, meaningful utility and deliver distinct, standalone value. The primary goal is to ensure that the user experience remains clean and focused on the task at hand. By banning third-party ads, Google is attempting to maintain a high-quality environment for its AI and search results.

This policy creates an interesting dynamic for the company's overall business model. While Google is banning third-party ads within these specific app integrations, the company recently announced it is expanding its own ads in AI Mode into international markets. Alphabet noted during an earnings call that the company is seeing lower monetization in AI Mode, which may influence how they balance these different types of ad placements.

Who is affected and what's next

Several major companies are already participating in this new ecosystem. Google has named Adobe, Experian, Localiza, and Peloton as partners that are currently live in Gemini. A new integration with the wellness app Calm has also been launched across both Gemini and Search. These partnerships signal a move toward making Gemini a hub for various lifestyle and productivity tools.

For developers, the platform offers a massive potential reach. While there is some debate over the exact number of users, an X post by Elliot Garreffa suggested a reach of 4.3 billion users across Gemini and AI Mode. In contrast, CEO Sundar Pichai reported that there are currently one billion Gemini app users, which is less than a quarter of that figure.

Moving forward, the focus will be on how Google ranks these different apps against one another. Currently, the company has not disclosed any revenue share models, fees, or specific ranking factors for the Connected Apps. As the platform expands into more markets, the competition between these integrated tools will likely become a key factor for both developers and users.