Google has unveiled its Connected Apps Platform, a new initiative designed to simplify the integration of business applications with its AI ecosystems within Google Search and Gemini.
First introduced in Google Search and Gemini earlier this year, connected apps enable users to securely integrate with popular third-party services to perform specific actions. Users can, for example, link their accounts with Canva to design flyers or connect to YouTube Music to curate playlists directly within the AI interface.
Major competitors such as ChatGPT and Meta’s Muse have also explored similar integration models. The core premise behind these developments is that such connectivity could fundamentally alter consumer habits, potentially reducing the need to launch individual applications in favor of managing services through preferred AI providers.
However, for these integrations to successfully capture and retain consumer attention, a diverse and extensive catalog of connected applications must be available for exploration.
To address this, Google aims to open its platform to any business or developer seeking to reach users via Search or Gemini. This will allow third parties to submit their own connected apps and monitor their performance metrics directly.
Currently, the platform is available in beta to developers in the United States, enabling them to build and submit applications that are accessible across Google's suite of products.
Developers can begin by integrating with a cloud-hosted Model Context Protocol (MCP) server or Android MCP using AppFunctions APIs. Following this, they can utilize the Google Connected Console to register, test, and officially submit their applications.
This workflow allows developers to connect their applications to Google’s services, enabling functionality within the search giant’s AI tools. Furthermore, developers retain the flexibility to determine where their apps are available, choosing between Search, the Gemini app, or both.
Once an application goes live, developers gain access to analytics tracking traffic, latency, and error rates. They can also maintain control over their brand identity, ensuring accurate verified logos and authenticated accounts are displayed.
Much like Search Engine Optimization (SEO) helped websites rank in traditional search results, this initiative represents a crucial step for businesses aiming to increase their visibility within the emerging "agentic web."
Google currently offers over 50 Connected Apps within Gemini, including partnerships with Adobe, Experian, Localiza, and Peloton. In addition to these external partners, the company integrates its own vast array of services, such as Workplace, Photos, YouTube Music, and Google Home.
These applications are set to expand to Google Search over the coming weeks. While Search currently features fewer integrations, it supports services like Instacart, Canva, YouTube Music, and Yahoo Fantasy Football.
Google announced that the meditation app Calm will join this initiative, with the app set to launch on both Gemini and Search in the near future.
The Connected Apps platform is currently in public preview for U.S. developers who register via a waitlist. Google has not yet specified a timeline for broader availability.
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