Business Agent entered beta inside YouTube ads for select US retailers

Google opened a beta that puts Business Agent directly into YouTube ads, letting viewers ask complex product questions and get tailored guidance without leaving YouTube. It is being offered to select retailers in the US as part of Google's holiday agentic commerce push.

• Google is inviting retailers to join the beta rather than opening it broadly.
• The agent handles complex product questions inside the ad unit, so the shopper does not have to click through to the retailer's site to get answers.
• Business Agent itself launched earlier in Merchant Center and became switchable from the Google & YouTube Shopify app on September 1, 2026.