Google has introduced its Connected Apps Platform, allowing businesses and developers to link their services to the company's AI features in both Gemini and Google Search. The platform, currently in public preview for US developers, lets users securely connect third-party apps to perform actions like designing a flyer in Canva or building a playlist in YouTube Music, all through Google's AI.
The platform builds on a connected apps feature that launched in Gemini and Search earlier this year. With the new platform, developers can submit their own apps and monitor their performance, giving them a way to reach users through Google's AI products without requiring individual deals. To get started, developers integrate with a cloud-hosted Model Context Protocol (MCP) server or Android MCP using Google's AppFunctions APIs, then use the Google Connected Console to register, test, and submit their app. Developers can choose whether their app appears in Search, Gemini, or both, and they maintain control over brand identity, including verified logos and authenticated accounts.
Google already has more than 50 connected apps available in Gemini, from partners including Adobe, Experian, Localiza, and Peloton, as well as its own services like Workplace, Photos, and YouTube Music. These apps will become available in Google Search over the next few weeks. Search currently has fewer integrations, featuring apps such as Instacart, Canva, YouTube Music, and Yahoo Fantasy Football. The meditation app Calm was announced as a new partner, set to launch on both Gemini and Search.
The company has described the platform as an early step for businesses looking to improve their visibility in an increasingly agentic web, where users may rely on AI assistants to interact with services rather than opening individual apps. Similar to how search engine optimisation helped websites rank in search results, the Connected Apps Platform could give developers a path to reach users through AI-driven interactions. Google did not specify when the platform will become available outside the US.
Analysis
Why This Matters
- The platform may reshape how users interact with apps, potentially shifting from launching individual services to completing tasks through an AI assistant.
- For developers, the platform offers a new channel to reach users without competing in traditional app stores, similar to the early days of SEO.
- Google is positioning its AI ecosystem as a gateway for third-party services, which could intensify competition with other AI providers like OpenAI and Meta.
Background
Google's connected apps feature, first introduced in Gemini and Google Search earlier this year, allowed users to link third-party services to the AI. Other consumer AI services, such as ChatGPT and Meta's Muse, have launched similar integrations. The new platform standardises the process, enabling any developer to build and submit apps. The model uses the Model Context Protocol (MCP) to connect apps to Google's AI.
What to Watch
- When the platform expands beyond US developers and becomes more broadly available.
- How many developers and third-party services adopt the platform, and whether it drives measurable changes in user behaviour.
- How Google measures and curates app quality, and whether apps gain visibility similar to search rankings.
Checked
12 claims in this story checked against 1 source: 7 supported.
Show each claim
- Partly supportedGoogle described the platform as an early step for businesses seeking visibility on the agentic web.TechCrunch: “Similar to how SEO allowed companies and websites show up search engine rankings, this could well be one of the initial steps for businesses that want their services to be more visible to users on the agentic web.”
- Not in the sourcesDevelopers can reach users through Google’s AI products without requiring individual deals.TechCrunch: “Google’s idea is to open its doors to any business or developer that wants to reach users through Search or Gemini by allowing them to submit their own connected apps and monitor their performance.”
- SupportedGoogle has opened Gemini and Search to third-party apps with its new Connected Apps Platform.TechCrunch: “Google is making it easier for businesses to connect their apps to its AI experiences across Search and Gemini with the debut of its Connected Apps Platform.”
- SupportedDevelopers can build and submit apps that integrate with Google’s AI experiences.TechCrunch: “The platform preview is currently available in beta to developers in the U.S., and will allow developers to build and submit apps that can be used across Google’s products.”
- Partly supportedThe platform aims to shift how users interact with services.TechCrunch: “The premise is that such integrations could ultimately shift consumer behavior away from launching and using individual apps to instead using their favorite services through their preferred AI provider.”
- Partly supportedThe platform is currently in public preview for US developers.TechCrunch: “The new Connected Apps platform is in public preview for U.S. developers who sign up for the waitlist.”
- SupportedUsers can securely connect third-party apps to take actions such as designing a Canva flyer or building a YouTube Music playlist.TechCrunch: “For instance, you could connect to Canva to design a flyer, or to YouTube Music to build a playlist.”
- SupportedThe connected-apps feature launched in Gemini and Search earlier this year.TechCrunch: “Introduced in Gemini and Google Search earlier this year, connected apps let users securely link and interact with popular third-party services, then use them to take specific actions.”
- SupportedGoogle has more than 50 connected apps available in Gemini.TechCrunch: “Google already has over 50 Connected Apps available in Gemini, including from partners like Adobe, Experian, Localiza, Peloton, and others”
- SupportedThe Gemini apps will become available in Google Search over the next few weeks.TechCrunch: “These apps will now come to Google Search over the next few weeks.”
- SupportedCalm is a new partner whose app is set to launch on Gemini and Search.TechCrunch: “Google said meditation app Calm is another new partner on this effort, and that its app will soon launch on both Gemini and Search.”
- Partly supportedGoogle did not specify when the platform will become available outside the US.TechCrunch: “Google did not share when it would become more broadly available.”
