Google opens platform for developers to integrate apps with Gemini and Search

Expanding the AI ecosystem

Google is introducing the Connected Apps platform to make it easier for businesses to link their services with the company's AI offerings. This initiative allows users to securely connect to third-party services and then use those services to complete specific tasks. For example, a user could connect to Canva to design a flyer or link to YouTube Music to create a new playlist.

The goal of these integrations is to change how people interact with the internet. Instead of opening multiple different apps to complete a project, users might stay within their preferred AI interface. By providing a centralized way to trigger actions in other software, Google hopes to become the primary hub for consumer activity.

To make this vision work, Google needs a large variety of apps available for users to choose from. As reported by TechCrunch, the company is opening its doors to any developer or business that wants to reach users through Search or Gemini. This move allows for a broader range of functionalities to be accessible through a single AI conversation.

How the platform works

Developers interested in joining the platform can build and submit apps that will work across Google's AI products. The technical process involves integrating with a cloud-hosted Model Context Protocol (MCP) server or an Android MCP using specific AppFunctions APIs. Once the integration is built, developers use the Google Connected Console to register, test, and submit their applications for review.

The platform gives developers significant control over how their services appear to the public. They can decide whether their app should be available specifically in the Gemini app, within Google Search, or in both environments. This flexibility allows companies to target the specific audience they want to reach based on how those users typically interact with Google's tools.

Once an app is live on the platform, the company managing it can monitor its performance data. This includes tracking traffic, latency, and error rates to ensure the connection is working smoothly. Additionally, developers can maintain their brand identity by using verified logos and authenticated accounts to ensure users know they are interacting with the correct service.

A new era for visibility

This development represents a potential shift in how businesses reach their customers online. In the past, search engine optimization (SEO) was the primary way for companies to appear in search results. Now, providing a connected app could be one of the first steps for businesses to remain visible in an 'agentic' web where AI agents perform the heavy lifting.

Google already has a significant head start with over 50 connected apps currently available within Gemini. These include partnerships with well-known brands like Adobe, Experian, Localiza, and Peloton. The company also includes its own suite of services in this list, ranging from Google Photos and Workplace to Google Home.

While Gemini currently has the most robust selection, Google plans to expand these options to Search over the coming weeks. Search currently features a smaller group of integrations, including services like Instacart, Canva, and Yahoo Fantasy Football. The addition of more apps will help bridge the gap between the two platforms and provide a more consistent experience for users.

Next steps for developers

The new platform is currently in a public preview phase for developers located in the United States. Interested parties can sign up for a waitlist to begin the process of integrating their services into the Google ecosystem. While the preview is active, Google has not yet announced a specific date for when the platform will become broadly available to everyone.

One of the first new partners highlighted in this expansion is the meditation app Calm. The company announced that its app will soon launch on both Gemini and Search as part of this broader effort. This move signals Google's intent to bring a diverse range of lifestyle and utility services into the AI fold.

For businesses, the transition means preparing for a world where AI agents act as intermediaries. Companies will need to ensure their APIs are compatible with the Model Context Protocol to participate. As the platform grows, the competition for space in the Gemini and Search results will likely become a key factor for digital marketing and product strategy.