Google has launched its Connected Apps Platform, which aims to simplify how businesses link their applications to the company's AI-driven experiences in both Search and Gemini. Connected apps, first introduced in Gemini and Google Search earlier this year, enable users to securely connect with and interact with popular third-party services, and then perform specific tasks through them. For example, a user could connect to Canva to create a flyer, or to YouTube Music to put together a playlist.

Other consumer-facing AI services, such as ChatGPT and Meta's Muse, have offered their own interpretations of this concept. The underlying idea is that these kinds of integrations could eventually change consumer habits—moving people away from opening and using individual apps toward accessing their favorite services through whichever AI provider they prefer. To successfully attract and hold consumers' attention, though, there needs to be a genuinely broad selection of connected apps to explore.

Google's approach is to open its doors to any business or developer that wants to reach users through Search or Gemini, letting them submit their own connected apps and track how those apps perform. The platform preview is currently in beta for developers in the U.S., and it will let developers build and submit apps that work across Google's products.

To begin, developers would integrate with a cloud-hosted MCP (Model Context Protocol) server or Android MCP using the AppFunctions APIs, and then use the Google Connected Console to register, test, and submit their app, according to Google's explanation. In essence, this process enables developers to connect their app to Google's services so it can be used with the search giant's AI features. Developers can also decide whether they want their app available through Search, the Gemini app, or both. Once the app is live, developers can monitor traffic, latency, and error rates, and retain control over their brand identity—such as their verified logos and authenticated accounts.

Much like how SEO allowed companies and websites to appear in search engine rankings, this could be one of the first steps for businesses that want their services to be more visible to users on the agentic web.

Google already offers more than 50 Connected Apps in Gemini, including ones from partners such as Adobe, Experian, Localiza, Peloton, and others, along with its own extensive set of services, from Workplace and Photos to YouTube Music and Google Home. These apps will now arrive in Google Search over the coming weeks. Search currently has fewer integrations, featuring apps like Instacart, Canva, YouTube Music, Yahoo Fantasy Football, and others.

Google said the meditation app Calm is another new partner in this effort, and that its app will soon launch on both Gemini and Search.

The new Connected Apps platform is in public preview for U.S. developers who join the waitlist. Google did not disclose when it would become more broadly available.