Google opens Gemini and Search to third-party apps via Connected Apps Platform

Google has officially opened its AI ecosystem to third-party developers with the launch of the Connected Apps Platform, a move designed to transform Search and Gemini into central hubs for digital service consumption. According to TechCrunch, the platform is currently in public preview for U.S. developers, enabling businesses to build, submit, and monitor applications that users can interact with directly through Google’s AI interfaces. This initiative marks a significant shift in how Google approaches app distribution, moving beyond simple links to deep, functional integrations powered by the Model Context Protocol (MCP).

The core premise of the Connected Apps Platform is to allow users to securely link their accounts to third-party services and execute specific actions without leaving the Gemini or Search interface. For example, a user could connect to Canva to design a flyer or to YouTube Music to build a playlist, all within the context of an AI conversation. Google is positioning this as a way to capture consumer attention by reducing the friction of launching individual apps, effectively competing with similar integration strategies seen in ChatGPT and Meta’s Muse. To participate, developers must integrate with a cloud-hosted MCP server or Android MCP using the AppFunctions APIs, then register, test, and submit their apps through the Google Connected Console.

Technical implementation and developer workflow

The technical architecture relies heavily on the Model Context Protocol, which standardizes how AI models interact with external tools and data sources. Developers are required to build their integrations using the AppFunctions APIs, which serve as the bridge between their backend services and Google’s AI infrastructure. Once the integration is built, the Google Connected Console acts as the management hub where developers can register their app, run tests, and submit it for review. This console also provides critical operational metrics, including traffic volume, latency, and error rates, allowing developers to maintain performance standards.

A key feature for businesses is the retention of brand identity. Google states that developers can maintain control over their verified logos and authenticated accounts, ensuring that the user experience remains branded even when the interaction occurs within Google’s UI. Developers can also choose the distribution channel for their app, opting to make it available via Search, the Gemini app, or both. This flexibility allows companies to test their AI integrations in high-traffic environments while maintaining control over their user base.

Current ecosystem and partner landscape

Google already has a substantial ecosystem of connected apps, with over 50 integrations available in Gemini. These include major partners such as Adobe, Experian, Localiza, and Peloton, alongside Google’s own first-party services like Workspace, Photos, YouTube Music, and Google Home. The new platform aims to expand this ecosystem by lowering the barrier to entry for smaller businesses and independent developers. Notably, Google has announced that meditation app Calm is a new partner, with its app set to launch on both Gemini and Search soon. This expansion suggests Google is targeting a wide range of consumer categories, from productivity and health to entertainment and finance.

The rollout is phased, with the 50+ existing Gemini apps set to arrive in Google Search over the next few weeks. Currently, Search has fewer integrations, featuring apps like Instacart, Canva, YouTube Music, and Yahoo Fantasy Football. This gradual expansion allows Google to manage the complexity of integrating diverse services into its search results while ensuring a consistent user experience. The platform is currently in beta for U.S. developers, with no specific timeline provided for broader global availability.

Strategic context and competitive positioning

This move by Google is part of a broader industry trend where AI assistants are becoming the primary interface for digital services. Competitors like OpenAI and Meta are pursuing similar strategies, aiming to shift consumer behavior away from standalone apps toward AI-mediated interactions. By opening its platform to third-party developers, Google is attempting to solidify its position as the default AI layer for the web. The use of MCP is particularly significant, as it is an emerging standard for AI tool integration, suggesting Google is betting on interoperability and open standards rather than proprietary silos.

The strategic implication is a potential shift in how developers approach SEO and app discovery. TechCrunch notes that this could be an initial step for businesses wanting visibility on the "agentic web," where AI agents make decisions and execute actions on behalf of users. This represents a new paradigm in digital marketing and product distribution, where being integrated into an AI assistant’s toolset is as important as ranking in traditional search results.

What it means for developers

For developers, the Connected Apps Platform offers a new distribution channel with massive reach. By integrating with Google’s MCP server, developers can tap into the user base of Gemini and Search, which collectively command a significant share of global web traffic. The requirement to use the AppFunctions APIs means developers will need to refactor their backend services to expose specific functions in a standardized way. This is not a simple API key integration; it requires a structured approach to defining what actions the AI can take on behalf of the user.

Developers should be prepared to monitor performance closely, as Google provides metrics for traffic, latency, and error rates. High latency or frequent errors could negatively impact the app’s visibility or user experience within the AI interface. Additionally, developers must ensure that their brand identity is maintained, as Google allows for verified logos and authenticated accounts. This is crucial for building trust with users who are interacting with third-party services through a Google-branded interface.

What to watch

• Global Availability: The platform is currently in public preview for U.S. developers. Watch for announcements regarding international rollout, which will determine the platform’s global impact.
• MCP Adoption: The success of the platform will depend on how widely developers adopt the Model Context Protocol. Monitor the growth of the MCP ecosystem and whether other major AI providers adopt similar standards.
• User Adoption: Track how users engage with connected apps in Gemini and Search. High adoption rates will signal a shift in consumer behavior, while low engagement may indicate that users prefer standalone apps.
• Competitor Responses: Watch for similar moves from OpenAI, Microsoft, and Meta, which could lead to a race to become the default AI interface for digital services.