For developers looking to integrate with the new platform, how do connected apps technically operate within Google's ecosystem, and what are the primary integration pathways, such as the Model Context Protocol, that they would need to implement?

Connected apps function by exposing your product's capabilities to Google's AI through a registered integration. This allows Google to understand and execute specific tasks on your platform on behalf of a user. The key is that you provide the functionality, and Google provides the user interface within Search or Gemini. Developers have two main methods for integration: Model Context Protocol (MCP) Server: This open standard involves setting up a remote server that communicates your app's functions to Google. It's a versatile method for web-based services.AppFunctions (Android): For Android applications, developers can use AppFunctions to expose their product's capabilities directly from the app itself. After choosing a path, you register the integration in the Google Connected Console, test it, and submit for review. Once live, Google provides performance data on traffic and latency. Explore the full documentation to see which pathway is best for your existing infrastructure.

For an Indian service company like Urban Company, what are the distinct strategic advantages and potential trade-offs of launching a connected app on Gemini now, given its current availability, compared to waiting for the platform's full release in Google Search?

Launching on Gemini now offers a significant first-mover advantage in the Indian market, allowing a brand to become the established default before competitors enter the space. Because Gemini already supports 6 India-only connected apps from companies like Urban Company and Zoho, early adopters can capture user loyalty and gather crucial performance data. This initial period is a window to refine the integration and user experience with less direct competition. The primary trade-off is the limited initial reach, as the integration is not yet live in Google Search in India. However, the benefits likely outweigh this. By integrating with Gemini first, you can build a user base accustomed to interacting with your brand through AI, making them less likely to switch when more options appear in Search later. Waiting for the Search rollout, projected for 2027 or later, means entering a more crowded and competitive field. Learn how to map your Gemini launch strategy to secure your position ahead of the wider platform release.

Looking at the initial rollout, which specific Indian companies have already implemented Google Connected Apps, and what can their early presence in Gemini teach other local businesses about the types of services that are best suited for this new AI-driven search model?

The initial launch highlights a clear focus on productivity and on-demand services, with Zoho and Urban Company being the pioneering Indian brands. Google's availability table confirms that six apps, including Zoho CRM, Zoho Projects, and services from Urban Company, are already live and exclusive to the Indian market within Gemini. This demonstrates Google's commitment to enabling task-oriented, high-frequency use cases in the region from day one. Their examples offer a valuable blueprint for other businesses. Productivity Tools: Zoho's integration for CRM and project management shows that apps centered on recurring professional tasks are a prime fit.Local Services: Urban Company's presence suggests that booking appointments and managing home services are ideal for this platform. These early adopters prove that services with clear, repeatable actions are poised for success. Discover the full checklist for evaluating if your service is ready for a connected app integration.

With over 50 connected apps already running and partners like Instacart and Peloton coming soon to Search, what patterns can be identified from these launch partners regarding the specific types of user tasks Google is prioritizing for its new action-oriented ecosystem?

The selection of launch partners reveals Google's focus on integrating high-frequency, daily-life activities directly into its AI interfaces. These apps turn user intent into concrete actions, such as building a shopping list or starting a workout, without needing a traditional website visit. The common thread is the completion of a well-defined task that a user already trusts a specific brand to perform. Analysis of the initial 50+ apps highlights several key categories: E-commerce and Groceries: Instacart allows users to build a shopping cart from a recipe, demonstrating a move toward seamless transactional experiences.Health and Fitness: Peloton and Calm show a focus on personal wellness, letting users start workouts or meditation sessions directly.Productivity and Creativity: Canva and Adobe integrations point toward simplifying creative workflows. These examples show Google is prioritizing apps that save users time on recurring tasks. See how your own service's core functions align with these proven models.

Given that major B2B and B2C brands like Adobe and Experian have joined the Connected Apps platform, how does this strategic collaboration signal Google's transformation from a simple list of destinations into a sophisticated router for trusted, task-specific applications?

The inclusion of established brands like Adobe and Experian underscores Google's strategy to position itself as a central hub for executing complex, high-trust actions. Instead of just pointing users to Experian's website, Google will soon let them check their credit score directly in Search. This elevates Google from a search engine to a universal task execution layer that relies on the established trust and functionality of its partners. This partnership model is a clear indicator of the future of search. It shows that Google aims to own the user's initial query and then delegate the fulfillment to the best-in-class application for that specific job. For example, a user asking Gemini to “pull stale deals from my CRM” could be routed to Zoho CRM if it is their connected app of choice. This shift means brand trust and existing user relationships become more critical than ever. Uncover the steps to become the default, trusted app in your category.

For an Indian SaaS business aiming to gain an early advantage, what is the practical, step-by-step roadmap for developing and launching a connected app on Gemini, from initial registration in the console to monitoring its performance post-launch?

Gaining an early foothold on Gemini requires a focused, multi-stage approach before the platform becomes saturated. Your goal is to move from development to a live, monitored integration efficiently. The key is to start now, leveraging the current India-only availability to refine your offering. Here is a concise plan to get started: Define Core Functions: Identify 3-5 high-value, repeatable tasks your users perform.Choose an Integration Path: Decide between a remote MCP server or Android AppFunctions based on your existing technical infrastructure.Register and Configure: Sign up in the Google Connected Console and specify its availability for Gemini in India.Develop and Test: Build the integration and use Google's testing tools to ensure it handles requests reliably.Submit for Review: Once testing is complete, submit your app to Google for approval.Monitor and Iterate: After launch, use the console to track traffic, latency, and error rates to improve the user experience. Read the full guide for detailed technical specifications and best practices.

As a CRM provider in India, how can we strategically prepare our product to become the default choice for tasks like “pull stale deals out of a CRM,” ensuring we are integrated with the Connected Apps Platform before our main competitors establish themselves?

To become the default CRM choice, you must proactively align your product's functionality with the action-oriented nature of Google's new platform. This involves not just building an integration but also encouraging user adoption so your app is the one they link. Your strategy should be to make your connected app the most efficient path for users to complete their most common CRM tasks. A strategic checklist includes: Identify High-Frequency Queries: Analyze user behavior to find the top 5-10 tasks, such as updating contacts or checking sales pipelines.Prioritize the Gemini Integration: Since Gemini is already live in India with apps like Zoho CRM, build and launch your integration there first to start capturing users.Promote Account Linking: Actively encourage your existing users to link their accounts to your Gemini connected app through in-app messaging and emails.Optimize for Natural Language: Ensure your app can correctly interpret and execute tasks phrased in conversational language. The window of opportunity is now. Discover the full playbook for securing your position.

How will the widespread adoption of Google Connected Apps fundamentally reshape search behavior for both new and existing users, and what are the long-term implications for metrics like website traffic, SEO, and the traditional conversion funnel?

Google Connected Apps will shift user behavior from information seeking to task execution, profoundly altering the digital marketing landscape. Users will learn to bypass websites for routine actions, instead issuing direct commands to Gemini or AI Mode. This means the value of a website visit will decline, while the value of being a user's linked, default app will skyrocket. The long-term implications are significant: Redefined SEO: The focus will move from ranking keywords for clicks to “App Action Optimization,” ensuring your service is the one Google picks to fulfill a task.Diminished Website Traffic: For transactional queries, traffic will be routed away from websites and directly to app functions.Increased User Loyalty: Once a user links an account with a brand like Instacart, the friction to switch to a competitor for that task increases dramatically. This creates a new competitive arena where the prize is not a click, but becoming an indispensable part of a user's daily digital routine. Learn how to adapt your analytics and growth strategies for this new reality.

With Google Connected Apps launching in Gemini for India ahead of a full Search release, how can Indian brands leverage this timing gap as a strategic opportunity to build a defensible market position before the platform becomes widely available in 2027?

The staggered rollout creates a unique and temporary window for Indian brands to establish a powerful first-mover advantage. By integrating with Gemini now, where competitors are few, you can secure a loyal user base that has already linked your service as its preferred choice. This period is less about mass acquisition and more about becoming the default habit for early adopters of AI-driven search. Brands like Urban Company and Zoho are already capitalizing on this. When the platform fully launches in Google Search in 2027 or later, users who have already connected your app in Gemini will likely default to it in Search as well. This creates a significant barrier to entry for competitors who wait. Your focus should be on building a seamless, reliable Gemini integration now to cement your status as the go-to provider in your category. Explore the specific tactics for turning this timing gap into a long-term competitive moat.

What is the most significant strategic error an Indian e-commerce or service brand could make following the announcement of Google Connected Apps, and what proactive steps can they take to avoid becoming obsolete as users start bypassing websites for direct actions?

The most significant error is inaction, or treating the Connected Apps Platform as just another developer program to be addressed later. This passive approach ignores the fundamental shift in user behavior from browsing websites to executing tasks directly within Google's interface. Failing to prepare for this means risking your brand becoming invisible to users who no longer see a list of links. Stronger companies avoid this by acting decisively. Problem: Waiting for the full Search rollout in India. This cedes the critical early-adopter market in Gemini to proactive competitors like Zoho.Solution: Begin development for a Gemini connected app immediately. Use the current India-only availability as a low-risk environment to test your integration.Problem: Believing traditional SEO will remain sufficient.Solution: Start mapping user actions to app functions and rethink your growth strategy around becoming a default service. Learn the complete checklist to ensure your brand is prepared for when search stops being about links.

Many smaller or niche Indian businesses might see the Connected Apps platform, with launch partners like Adobe, and assume it's only for large enterprises. How can these smaller players strategically prepare to ensure they are not crowded out once the program expands?

Assuming this platform is only for large enterprises is a critical mistake, as its core design favors the app a user trusts, regardless of the company's size. Smaller businesses can compete effectively by focusing on a niche and delivering a superior, reliable integration for specific tasks. Your advantage lies in owning a specific user action better than anyone else. Here is how niche brands can prepare for success: Problem: Believing they lack the resources to compete with a company like Canva.Solution: Instead of broad functionality, focus on excelling at one or two core user tasks.Problem: Waiting for Google to invite them to the program.Solution: Start building an integration for Gemini now. The platform is open in preview, and early participation, especially from India where 6 local apps are already live, demonstrates initiative. The key is to be the best solution for a specific problem. Discover how to identify your niche and build a connected app that Google's AI will favor.

Google Connected Apps: What the New Platform Means for Indian Brands

Amol Ghemud
Google Connected Apps: What the New Platform Means for Indian Brands
Published: October 29, 2026

Contributors: Amol Ghemud
Published: October 29, 2026

Summary

Google Connected Apps lets people link a brand’s account once and then complete tasks inside AI Mode in Search and the Gemini app, without visiting the brand’s website. As of 29 October 2026, Search connected apps work only in the US in English, while Gemini already runs India-only apps from Urban Company and Zoho. This guide covers what launched, how search behaviour shifts, which Indian sectors feel it first, and the readiness checklist to finish now.

In This Article

Share On:

On 28 October 2026, Google opened a preview of its Connected Apps Platform, a single place for developers to put their product inside Google Search and the Gemini app. Skim the announcement and it reads like another developer program. Read the documentation and it describes the end of the website visit as the default unit of search.

Google Connected Apps let a user link an account with a brand once, then ask AI Mode or Gemini to do things inside that brand’s service: build a grocery cart, book an appointment, check a credit score, pull stale deals out of a CRM. The answer is an action, not a list of links.

For Indian brands the timing is uneven. Connected apps in Search are US-only for now. Gemini is not: Zoho and Urban Company already run India-only connected apps there. That gap is the window. At upGrowth Digital we’ve spent the last year getting brands named in AI answers, and this is the step that comes after the mention.

Below is what Google actually shipped, where it works today, how search behaviour shifts for new and existing users, which Indian sectors feel it first, and the checklist to finish before someone else becomes the default app in your category.

What Is the Google Connected Apps Platform?

The Google Connected Apps Platform is a developer program, opened in preview on 28 October 2026, that lets a business register one integration and make its service usable inside both AI Mode in Google Search and the Gemini app.

How a connected app works

Developers expose their product’s functions through a remote MCP server (Model Context Protocol, an open standard) or, on Android, through AppFunctions. They register it in Google Connected Console, pick Search, Gemini or both, test it, and send it for review. Once it’s live, Google reports traffic, latency and error rates, according to the launch post.

Users call a connected app by name or by typing @ and the app name in Gemini. In AI Mode they can also ask generically, for example “build a cart for this banana bread recipe”, and choose from the apps on offer, according to Google’s Search help page. They link their account once and don’t repeat it.

What launched alongside the platform

Google says more than 50 connected apps already run across Search and Gemini, covering productivity, event ticketing, health and fitness. Adobe, Experian, Localiza and Peloton are live in Gemini and are due in Search in the coming weeks, and Calm is launching on both.

Google Connected Apps turns Search from a list of destinations into a router that hands a task to the app a user already trusts.

Also Read: Growth Moves 2026: research on how Indian sector leaders actually grew

Is Google Connected Apps Available in India?

Partly. As of 29 October 2026, Google Connected Apps in Search work only in AI Mode, in the US, in English, while the Gemini app already lists 6 India-only connected apps from Urban Company and Zoho.

Google Search: US-only, 5 apps

Google’s Search help page lists 5 connected apps in AI Mode: Instacart, Canva, YouTube Music, Yahoo Fantasy Football and Sleeper Fantasy Football. The same page says the feature is available in the US, in English, and that availability varies by location, language and device.

Gemini: India is already live

Google’s Gemini connected apps availability table marks Urban Company, Zoho CRM, Zoho Bigin, Zoho Desk, Zoho Mail and Zoho Projects as India only, in English. Canva and Wix list Hindi among their supported languages. Experian, Zocdoc, Peloton and Instacart are US only in the same table.

What the gap means for planning

Indian users will meet connected apps in Gemini first. Google says it will add developers, markets and products over the coming months, but it hasn’t given an India date for Search. Our recommendation: plan for Gemini now and treat Search as a 2027 event until Google says otherwise.

How Will Google Connected Apps Change Search Behaviour?

Search behaviour shifts from typing keywords and clicking links to delegating tasks to apps a user has already linked, and the app a user picks first for a task tends to stay the default.

From keywords to tasks

Every example Google gives is a task, not a query: make a playlist, build a cart for 8 adults, create a flyer in Canva. People who search this way don’t type “best grocery app”. They say what they want done. The unit of research changes from what people type to what they want finished.

Defaults lock in early

Google’s Search help page states that it may default to the last app a user picked for a given task, while letting the user switch by naming another app. Our reading: the first brand a user links for a task gets a head start that’s hard to take back, much like a default browser or payment app.

Existing users move first, new users later

A connected app needs a linked account, so the first winners are brands that already have large logged-in user bases. For them, connected apps are a frequency and retention play. A challenger brand only gets discovered when a user asks generically and Google offers a list. That’s our inference from how linking works, not a Google statement.

Website visits drop while usage holds

Account questions such as “where’s my order” or “what’s due this week” stop becoming website sessions. In our view, brands should expect GA4 sessions and branded clicks to soften while real usage holds or grows. Connected Console reports traffic for the app itself, so the new number to watch sits outside your analytics stack.

Does GEO Still Matter With Google Connected Apps?

Yes. GEO decides whether AI answers name your brand before a user links anything, and connected apps decide what happens after a user picks you.

Some SEOs now argue that chasing mentions in AI answers is a distraction and that the real prize is action inside Search. We agree action matters. We disagree that discovery stops mattering. A user who asks Gemini to compare CRMs before linking one is still reading an AI answer, and the brands named there are the ones that get linked.

This is why Generative Engine Optimization sits at the top of the same funnel. Our work with Vance made it the authoritative answer in Google AI Overviews for IMPS, UTR and payment tracking queries, with a 7x increase in ranking power (Vance case study). Visibility like that is what makes a user willing to link an app later.

A brand nobody hears about in AI answers doesn’t get linked, and a brand that never gets linked never becomes the default.

Also Read: We scored 0/100 on our own AI visibility audit. Here’s what we did next

Which Indian Sectors Will Feel Google Connected Apps First?

SaaS feels Google Connected Apps first because Zoho is already live in India on Gemini, with e-commerce and healthtech next because Google’s US launches already cover cart building and appointment booking.

The table maps the sectors in our Growth Moves 2026 research to the closest connected app that’s live today. We name these companies because Growth Moves covers them. We are not claiming any of them is building a Google connected app.

Google Connected Apps by Indian sector: live analogues and likely first tasks
Sector	Growth Moves 2026 companies	Closest live connected app (verified 29 Oct 2026)	Likely first agent tasks (upGrowth view)
SaaS	Zoho, Freshworks, Darwinbox, MoEngage	Zoho CRM, Zoho Bigin, Zoho Desk, Zoho Mail, Zoho Projects in Gemini (India only)	Review idle deals, triage support tickets, summarise a pipeline
E-commerce	Swiggy, Meesho, Nykaa	Instacart builds grocery carts in AI Mode and Gemini (US only)	Build a cart from a recipe, reorder last month’s basket
Fintech	Razorpay, PhonePe, MobiKwik, Scapia	Experian credit score monitoring and Xero cash flow in Gemini	Check a payment status, track card rewards, review cash flow
Healthtech	Tata 1mg, Redcliffe Labs, Orange Health Labs, Eka Care	Zocdoc appointment booking and Peloton training plans in Gemini (US only)	Book a lab test, pull past reports, schedule a follow-up
D2C	Edition publishing 30 Oct 2026	Shopify store management in Gemini (US only, merchant side)	Reorder a consumable, manage a subscription
EdTech	Edition publishing 6 Nov 2026	Google Classroom in Gemini (work or school accounts)	Check class schedules, track assignments

SaaS

Zoho has 5 products live as India-only connected apps in Gemini, so Indian B2B buyers can already ask Gemini to work inside their CRM. Every Indian SaaS company selling to the same buyers now competes with that convenience. Our SaaS edition found 6 of 14 moves were about software doing the work itself, and connected apps extend that into Search.

E-commerce and quick commerce

Instacart already builds grocery carts from recipes inside AI Mode in the US. Our e-commerce edition found shopping moving into AI chats during 2026. Cart building is the obvious first task for Indian grocery and quick commerce apps once Search opens here.

Fintech

Experian in Gemini shows that credit monitoring can sit inside an assistant. Regulation, consent and data rules will set the pace for Indian lenders and payment apps, so expect read-only tasks such as status checks before anything that moves money. That’s our inference, not a Google statement.

Healthtech

Zocdoc in Gemini books healthcare appointments in the US. Indian diagnostics and pharmacy platforms in our healthtech edition run the same booking flows today. Health data rules will make careful scoping and data minimisation non-negotiable.

We’ll publish a deeper post for each of these sectors on this blog over the coming days.

How Do You Get Your Brand Ready for Google Connected Apps?

Pick the 3 tasks users most want done in your product, expose them through an MCP server, and prepare everything Google Connected Console asks for before you apply to the preview.

Choose tasks, not features

Google’s console asks for at least 3 capabilities and 3 example prompts, and 2 of those prompts should start with your app’s name, according to the prerequisites page. Start with the jobs users already open your app for, not your feature list.

Build the MCP server

Your MCP server must be publicly reachable over HTTPS using Streamable HTTP, with one global endpoint per connected app. A country-specific endpoint is allowed only if you launch exclusively in that country. If you restrict traffic by IP, you have to allowlist Google’s published ranges.

Also Read: We built a Google connected app in 1 evening: what Indian brands should copy

Decide how users authenticate

The registration guide offers 3 options: no authorisation, machine-to-machine access with OAuth client credentials, or user-delegated access with OAuth Authorization Code. User-delegated apps also need seeded test accounts with 2-factor authentication turned off for Google’s reviewers.

Prepare the listing

An app name users can mention with @ and a 512 x 512 px icon
A description under 30 words
Terms of Service and privacy policy URLs, plus help docs on deleting user data
A category you’re sure of, because it can’t be changed later
A domain verification file at /.well-known/google-connected-apps that returns HTTP 200 with no redirects

Stay inside the policy

The Connected Apps Platform policy bans third-party ads in the integration, descriptions written to make the model pick you over a rival, and wrappers around third-party APIs you don’t own. It also requires data minimisation, so each tool should ask only for the inputs it needs.

Test before review

Testers must use @gmail.com accounts and can take up to 10 minutes to see a new build. Google’s MCP server guide also recommends checking every tool in MCP Inspector and in Gemini Developer Mode before you send the app for review.

Also Read: B2B vs B2C GEO strategies: what changes by buyer type

What Should Indian Marketers Measure Once Google Connected Apps Scale?

Track linked accounts and completed tasks alongside sessions, and compare branded impressions in Search Console with app usage so a drop in clicks isn’t misread as a drop in demand.

Before your category goes agentic, get a baseline of how AI answers describe you today. Our free AI Answer Gap tool checks which brands AI engines name for your buyers’ questions. Run it now, then again when Gemini or Search opens your category.

Common Questions About Google Connected Apps

What is Google Connected Apps?

Google Connected Apps lets people link an account with a third-party service once and then complete tasks in that service from AI Mode in Google Search or the Gemini app. On 28 October 2026 Google opened a preview of the Connected Apps Platform, where developers register a single MCP integration and choose Search, Gemini or both.

Is Google Connected Apps available in India?

Partly. As of 29 October 2026, connected apps in Google Search work only in AI Mode in the US, in English. The Gemini app already lists India-only connected apps from Urban Company and 5 Zoho products, and Canva and Wix support Hindi there. Google says more markets arrive over the coming months but has not given an India date for Search.

How do I build a connected app for Google Search and Gemini?

Expose your product’s tasks through a public HTTPS MCP server, or AppFunctions on Android, then apply for the preview and register in Google Connected Console. You verify your domain with a file at /.well-known/google-connected-apps, choose an auth model, add at least 3 capabilities and 3 example prompts, test with Gmail testers and submit for review.

Does Google Connected Apps replace SEO or GEO?

No. GEO decides whether AI answers name your brand for category questions, which is how users discover an app worth linking. Connected apps decide what happens after a user picks you. upGrowth helped Vance become the authoritative answer in Google AI Overviews for IMPS, UTR and payment tracking queries; that kind of visibility is the top of the connected apps funnel.

Can a connected app show ads inside Search or Gemini?

No. Google’s Connected Apps Platform policy bars partners from serving third-party advertising or promotional material through their integrations, though your own brand elements are allowed. The policy also bans capability descriptions written to steer the model toward your app over another one, so the listing has to describe what the app really does.

Your Next Move: Get Named Before You Get Linked

Google Connected Apps rewards brands that AI answers already trust and that users have already linked. The first part is work you can start this week. The second part opens up market by market, and the first app a user links for a task tends to keep the job.

upGrowth runs GEO programmes for SaaS, fintech, healthtech and D2C brands, and we’re building our own connected app on this platform so we can report what review really asks for. If you want a readiness view for your category, start with a conversation.

Book a 30-minute strategy call.

For Curious Minds

The Google Connected Apps Platform is a developer framework that allows your brand's services to function directly within Google Search and the Gemini app. This marks a pivotal shift because instead of providing a list of links for users to click, Google now acts as a router, directly executing tasks like building a grocery cart or checking a credit score within a chosen app. This transforms search from a navigational tool into a transactional one.

The core change is moving from information retrieval to action completion. Previously, a search would lead to a website visit. Now, a user can link their account once and perform actions repeatedly without leaving the Google ecosystem. For example, the documentation shows a user can ask to “build a cart for this banana bread recipe,” and Google will use an app like Instacart to fulfill the request. This means your app, not just your website, becomes the primary point of engagement, changing how you must think about discoverability. Find out how to position your service as the default choice in this new landscape.

Generated by AI

Connect us to get more insights

About the Author

Amol Ghemud

Optimizer-in-chief

Amol has helped catalyse business growth with his strategic & data-driven methodologies. With a decade of experience in the field of marketing, he has donned multiple hats, from channel optimization, data analytics and creative brand positioning to growth engineering and sales.

In This Article