Google is simplifying the way businesses attach their apps to its AI features in Search and Gemini by unveiling a Connected Apps Platform.
First seen in Gemini and Google Search earlier this year, connected apps enable users to securely link third-party services and trigger actions, such as using Canva to design a flyer or YouTube Music to create a playlist.
Other consumer-focused AI tools like ChatGPT and Meta's Muse have offered similar concepts, suggesting that such links could eventually shift users from opening individual apps to accessing services through their preferred AI assistant.
For the approach to hold users' attention, a broad selection of connected apps must be available.
Google plans to welcome any business or developer that wishes to reach users via Search or Gemini, permitting them to submit their own connected apps and monitor performance.
The preview is now in beta for developers in the United States, allowing them to build and submit apps usable across Google products.
Developers start by integrating with a cloud-hosted MCP (Model Context Protocol) server or Android MCP using the AppFunctions APIs, then register, test, and submit the app through the Google Connected Console, Google says.
This procedure links a developer's app to Google's services so it can operate with the search giant's AI tools, with the option to appear in Search, the Gemini app, or both.
Once live, developers can monitor traffic, latency and error rates while retaining brand control, including verified logos and authenticated accounts.
Much like SEO helped companies appear in search rankings, this could be an early step for businesses seeking greater visibility on the emerging agentic web.
Google already lists more than 50 Connected Apps in Gemini, featuring partners such as Adobe, Experian, Localiza, Peloton, and others, alongside its own services like Workplace, Photos, YouTube Music and Google Home.
These apps will be added to Google Search over the coming weeks. Search currently hosts fewer integrations, including Instacart, Canva, YouTube Music, Yahoo Fantasy Football and others.
Google announced that meditation app Calm is a new partner, with its app slated to launch on both Gemini and Search soon.
The Connected Apps platform is in public preview for U.S. developers who join the waitlist; Google did not disclose a timeline for broader availability.