Business Agent began rolling out to eligible US retailers, configured in Merchant Center

Business Agent, a branded conversational assistant on Google Search, started rolling out to US retailers with a verified Merchant Center account, at least 50 approved free listings and a claimed brand profile. Merchants customize tone, welcome message, conversation starters, colors and support contacts under Marketing > Business Agent.

The agent answers product questions using the merchant's website and Merchant Center data. Google said future versions would train on brand guidelines and size guides, add performance insights and support checkout.