Google has launched the Connected Apps Platform to let businesses link their services to Gemini and Google Search.
The feature, introduced earlier this year, enables users to securely connect with third-party tools and perform tasks directly within the interface. A user might link Canva to design a flyer or connect YouTube Music to build a playlist without leaving the chat.
Other consumer AI services, including ChatGPT and Meta’s Muse, have explored similar concepts. The theory suggests these integrations could move users away from opening individual applications. Instead, people would rely on their preferred AI provider to access their favourite services.
Capturing and keeping user attention requires a wide selection of connected apps to explore.
Google’s approach is to open its doors to any business or developer wishing to reach users via Search or Gemini. Companies can submit their own connected apps and monitor how they perform.
The platform preview is currently in beta for developers in the U.S. It allows them to build and submit apps for use across Google’s products.
To begin, developers integrate with a cloud-hosted MCP server or Android MCP using the AppFunctions APIs. They then use the Google Connected Console to register, test, and submit their app, according to Google.
This process connects an app to Google’s services so it works with the search giant’s AI features. Developers can choose whether their app appears in Search, the Gemini app, or both.
Once live, developers can track traffic, latency and error rates. They maintain control over their brand identity, including verified logos and authenticated accounts.
Similar to how SEO helped companies appear in search rankings, this could be an initial step for businesses seeking visibility on the agentic web.
Google already has over 50 Connected Apps available in Gemini. Partners include Adobe, Experian, Localiza, and Peloton. Google’s own services, from Workplace and Photos to YouTube Music and Google Home, are also included.
These apps will arrive on Google Search over the next few weeks. Search currently features fewer integrations, including Instacart, Canva, YouTube Music, and Yahoo Fantasy Football.
Google states meditation app Calm is another new partner. Its app will soon launch on both Gemini and Search.
What it means
For developers, this adds a new distribution channel. Apps become discoverable through AI interactions rather than just app stores. Businesses must ensure their tools work well within an AI agent’s context to gain visibility.
