Direct Offers pilot launched, surfacing exclusive discounts inside AI Mode for high-intent shoppers

Google opened a Direct Offers pilot at NRF that lets retailers present exclusive, personalized discounts inside AI Mode conversations when Google's AI detects high purchase intent. Initially focused on discounts, with bundles and free shipping planned.

Announced January 11, 2026 at NRF alongside the Universal Commerce Protocol. Direct Offers is a Google Ads pilot: retailers set up offers in campaign settings and Google AI decides when an offer is relevant to display. Google said early participants included Chewy, Gap and L'Oreal. At Google Marketing Live (May 20) the pilot was expanded with promotion bundling, native checkout and travel partners.