For 25 years, the deal between Google and websites was simple: Google sends the visit, the website does the job. On October 28, 2026, Google took another step away from that model. It opened a preview of its Connected Apps Platform, a way for developers to bring their services directly into Google Search and the Gemini app, so users can get tasks done without leaving Google.
What Google announced
Google describes the platform as a single way for app developers to bring their capabilities into Gemini and Search, and says developers can build once and reach high-intent users in both. Example tasks include ordering groceries, creating a playlist or confirming a dinner reservation.
- More than 50 Connected Apps have already launched across Search and Gemini, in categories such as productivity, event ticketing, and health and fitness.
- Named partners: Adobe, Experian, Localiza and Peloton are live in Gemini and, according to Google, will reach Search in the coming weeks. Calm is launching in both.
- Phased access: Google is opening the preview gradually and plans to add more developers, markets and Google products over the coming months. Developers sign up at developers.google.com/connected-apps.
How it works for developers
- Integration through MCP. Apps connect through a cloud-hosted MCP (Model Context Protocol) server, or through Android MCP using the AppFunctions APIs.
- Google Connected Console. Developers register, test and submit their app there, and choose before review whether it goes live in Search, in the Gemini app or in both.
- Review, then launch. Google reviews each app; after approval, the developer decides when to publish it.
- Reporting and brand. Once live, developers can track traffic, latency and error rates, and keep control of verified logos and authenticated accounts.
For users, apps in Search are opt-in: Google’s help documentation says a connected app appears after the user adds it in their personalized Search settings.
What is still unknown
- Fees: Google has not said whether the platform costs anything.
- Selection: there is no explanation of how Search or Gemini picks between competing apps for the same task.
- Review criteria: no published standards, timelines or reasons for rejection.
- Data and ads: Google has not detailed what user data passes between Google and the developer, or whether app interactions will affect ads. AI Mode already carries ads; Google has said the Gemini app will not.
Why SEOs and marketers are paying attention
Several well-known voices reacted quickly. Marie Haynes called it something even bigger for search marketers, and Google’s John Mueller wrote on LinkedIn, speaking for himself, that he is very excited about connected apps as a search platform. The reason is easy to see: if Search can complete a task through a partner’s app, the click to a website is no longer the only way a business can win a query.
- Task queries are the first to change. Bookings, tickets, orders and account actions are the obvious candidates. Informational content is less affected for now.
- MCP becomes a search channel. If your business already exposes an API, an MCP server may become as important as a well-optimized landing page for some queries.
- Brand still matters. Users must add apps themselves, so known and trusted brands start with an advantage. Check how AI describes your brand with our free AI Visibility Checker.
- It is part of a bigger shift. Universal Cart, AI Mode and agents all move actions inside Google. Read what Universal Cart means for ecommerce.
Frequently asked questions
Frequently asked questions
What is Google’s Connected Apps Platform?
A preview program, launched on October 28, 2026, that lets developers bring their services into Google Search and the Gemini app so users can complete tasks there.
How do developers build a Connected App?
By connecting a cloud-hosted MCP server, or Android MCP with the AppFunctions APIs, and registering, testing and submitting the app in the Google Connected Console.
Which companies already have Connected Apps?
Google says more than 50 are live, and names Adobe, Calm, Experian, Localiza and Peloton among its partners.
Will Connected Apps replace websites in Search?
Not for most queries. They target tasks such as bookings and orders, and users have to add an app before it appears, but they open a new way to win those queries.