Google Merchant Center Loyalty Expands to 14 Countries with Visibility in AI Mode and Gemini
Google has expanded its Merchant Center Loyalty program to 14 countries, and the update comes with a meaningful twist: loyalty perks are now surfaced directly inside AI Mode and the Gemini app. That means shoppers using Gemini to research products will start seeing retailer-specific loyalty pricing, members-only discounts, and rewards integrated into the AI-generated responses they already rely on — not buried in a separate tab or checkout flow.
The timing is deliberate. Google's shopping ads in AI Mode passed 75 million daily active users earlier this year, and Gemini is increasingly functioning as a commerce discovery layer rather than just a search tool. Retailers who have structured their loyalty data inside Merchant Center now have a direct, low-friction path to AI-native placements that were simply unavailable twelve months ago. For brands with established loyalty programs, this is a meaningful new surface to reach buyers at the moment of consideration.
The broader implication is worth noting: Gemini is becoming a transactional assistant, not just an informational one. As Google weaves loyalty data, pricing signals, and product availability into conversational AI responses, the line between search and storefront continues to blur — and the brands best positioned to benefit are the ones that have their structured data in order today.