Pine Labs partners with Google Cloud to build Gemini-powered agentic commerce tools

Pine Labs will develop AI tools for merchant advertising, payments and operations with Google Cloud. Its P3P protocol is designed to support agent-led UPI payments, while the Jarvis platform will serve merchants on its issuing stack.

— Source publishedFri, 25 Sept, 2026, 15:16 IST·First seen Fri, 25 Sept, 2026, 18:09 IST·Source Medianama

What happened

Pine Labs partnered with Google Cloud to build Gemini-powered agentic-commerce tools for Indian merchants, including AI advertising, payments and operations.

Key facts

  • 60 million small businesses in India
  • Qwikcilver revenue: Rs 800 crore
  • Qwikcilver share of Pine Labs FY26 operating revenue: 30%
  • Pine Labs FY26 operating revenue: Rs 2,711 crore
  • AI-agent payment spending limit in Razorpay-Sarvam example: Rs 10,000
  • More than 1 in 10 online shoppers may routinely use AI agents by 2030

Why this matters

Google Cloud gains a payments-distribution partner for Gemini commerce use cases, while Pine Labs becomes a potentially strategic AI-commerce infrastructure asset for cloud, fintech and merchant-platform buyers.

What to watch

  • Named merchant, bank, UPI-app or marketplace pilots using P3P.
  • NPCI, RBI or bank guidance covering delegated/agent-initiated UPI payments.
  • Evidence of paid adoption: AI-tool attach rates, merchant activation, GMV or subscription revenue.
  • Disclosure of Gemini integrations in Pine Labs' POS, acquiring, issuing or merchant-advertising products.
  • Competitive agentic-commerce launches from Paytm, PhonePe, Razorpay, BharatPe, Juspay, banks or global PSPs.
  • Fraud, erroneous-purchase, consent or data-governance incidents involving payment agents.
  • Launch P3P pilots with major UPI apps, banks, marketplaces or large enterprise merchants.
  • Package Gemini-based merchant tools into tiered POS, acquiring and issuing-stack subscriptions.
  • Use Jarvis to offer issuer-side fraud monitoring, merchant intelligence and AI-assisted customer servicing.
  • Seek regulator and NPCI alignment on agent authorization, payment mandates, audit trails and dispute liability.
  • Expand Google Cloud co-selling efforts among Indian retail, restaurant and omnichannel merchant accounts.