Key Highlights
- A consumer watchdog has raised questions about whether Google’s new AI shopping protocol could lead to price manipulation.
- Google rejects the claim, stating its system cannot change prices based on user behaviour.
- Raising concerns about mixed incentives, as Google controls both shopping tools and relationships with sellers.
Consumer Watchdog Raises Alarm Over Google’s AI Shopping Plans
A consumer watchdog has questioned Google’s new AI shopping framework, saying it could give companies more influence over pricing.
These concerns emerged soon after Google introduced its Universal Commerce Protocol, an AI-powered shopping agent that interacts with retailers across Google Search and AI products, including Gemini.
What Sparked the Warning
Lindsay Owens, executive director of the think tank Groundwork Collaborative, drew worldwide attention on social media by warning that Google’s plans to personalize upselling could allow companies to charge users based on their shopping behavior and chat history.
Big/bad news for consumers. Google is out today with an announcement of how they plan to integrate shopping into their AI offerings including search and Gemini. The plan includes “personalized upselling.” I.e. Analyzing your chat data and using it to overcharge you. 1/2 https://t.co/Txh6Im73YE pic.twitter.com/AqDYxSgjk5
— Lindsay Owens (@owenslindsay1) January 11, 2026
She also cited Google’s documentation referencing features that support upselling and flexible pricing programs, such as new-member discounts and loyalty-based offers.
Google Denies Price Manipulation Claims
According to TechCrunch, Google dismissed all claims of price manipulation. The company stated that it does not allow merchants to display higher prices on Google than on their own websites.
Google further clarified that “upselling” means showing premium product options, not raising prices for the same item. The company’s “Direct Offers” pilot is intended to present discounts or added benefits, such as free shipping, not higher prices.
A Google spokesperson emphasized that its AI-powered shopping agent cannot adjust prices using individual user data.
Ongoing Concerns About AI Shopping Agents
Even if Google’s current system cannot change prices in the way Owens describes, her criticism points to a larger worry. She argues that as AI shopping agents become more common, they could be used to adjust prices based on what companies think an individual customer is willing to pay, a practice she has termed as surveillance pricing.
Google says its tools do not function this way today. Still, critics note that Google’s business depends heavily on advertising and merchant partnerships and that the company has faced increasing scrutiny over competition in recent years.
