Google Turns Gemini and Search Into an AI App Store
Google just opened Gemini and Search to third-party developers, letting users interact with your app without actually opening it.
Tools · Source: Google Blog
What happened
Google launched the public preview of its Connected Apps Platform on October 28. This platform gives developers a single hub to build and manage applications for Google Search and the Gemini app. Users can now interact with third party services and complete specific actions without ever opening the actual application. For example, a user can connect to Canva to design a flyer or use YouTube Music to build a playlist directly from the Google interface.
The platform is currently available in a beta preview for developers in the United States who sign up for the waitlist. To build an integration, developers must connect their application to a cloud hosted Model Context Protocol server or an Android MCP using the AppFunctions APIs. After building the connection, developers use the Google Connected Console to register, test, and submit their application for review. Developers have the power to choose whether their app goes live in Search, the Gemini app, or both platforms simultaneously.
Google is not starting from scratch with this launch. The company already has more than 50 connected apps live in Gemini. Current partners include Adobe, Experian, Localiza, and Peloton. Google plans to bring these existing Gemini integrations to Google Search over the coming weeks. A new integration with the meditation app Calm is also launching across both Search and Gemini soon. Google will open access in phases, adding more developers, markets, and Google products over the coming months.
Key facts
- 50+ — Connected Apps already live in Gemini
- October 28, 2026 — Launch date of the Connected Apps Platform preview
Why it matters
This launch represents a massive shift in how consumers interact with software on the internet. We are moving away from a world where users launch individual applications for specific tasks. Instead, users will rely on their preferred artificial intelligence provider to execute actions across multiple services. Other consumer facing AI services like ChatGPT and Meta's Muse are attempting similar integrations. Google is leveraging its massive distribution advantage in Search to capture this new consumer habit.
This is the beginning of search engine optimization for the agentic web. Just as companies previously optimized their websites to rank high in Google Search results, businesses must now optimize their services to be the default action provider for AI agents. If your application is not connected to these platforms, users will simply use a competitor that is integrated. Developers do get to maintain control over their brand identity through verified logos and authenticated accounts. They also get access to analytics to track traffic, latency, and error rates once the app is live.
For builders
New distribution channel for US developers
United States developers can join the waitlist now to reach high intent users across Google products. This is a rare opportunity to get early placement in a new ecosystem before it becomes saturated. You get analytics for traffic and latency to measure your success.
Learn Model Context Protocol now
Google requires developers to integrate using a cloud hosted MCP server or Android MCP via AppFunctions APIs. Your engineering team needs to understand this protocol immediately. This technical requirement is the only way your application will be able to communicate with Google services.
Prepare to lose interface control
Users will bypass your carefully designed frontend entirely. You keep your verified logo and user authentication, but Google owns the user experience. You must ensure your core service provides enough value when stripped of its visual interface.
My take
Google is conditioning your users to never open your application again. This is a brutal reality check for founders who obsess over frontend design. If you do not integrate your product into these AI platforms, you will become invisible on the agentic web. Build the MCP integration today, pass the Google review process, and secure your digital real estate before your competitors lock you out.
Original reporting: Google Blog. This is my rewrite and opinion.