Google and Shopify have unveiled the Universal Commerce Protocol (UCP), an open standard enabling AI agents to complete purchases on behalf of customers across platforms, including Google Search and Gemini.
Shopify has partnered with Google to launch the Universal Commerce Protocol (UCP), an open standard designed to enable agent-led commerce at scale.
Co-developed by the two companies, UCP allows AI agents to connect with merchants and complete transactions on a customer’s behalf.
Affiliate marketing has always been valued because it is easy to measure. The final click is easy to measure, but that does not automatically make it the most valuable moment
According to Kantar’s latest study, a net 61% of marketers planned to increase their creator spend for this year. However, with greater budget comes greater scrutiny.
According to Ben Smye, Head of Marketing at Atolls, while traffic can be gamed, influence can’t, and community and content partners shouldn't be judged purely on the last click.
From brands to creators, The Goat Agency’s Annabel Harris walks through how to make moves in 2026.
