Google is opening its Connected Apps Platform to any business or developer, allowing them to submit apps that users can connect to Gemini and Google Search. The platform was introduced earlier this year in both products; connected apps let users securely link third-party services and perform actions such as designing a flyer in Canva or building a YouTube Music playlist. Google argues that this kind of integration could shift consumer behavior from launching individual apps toward using preferred services through an AI provider, but the appeal depends on having a wide range of apps available.

The new public preview, currently in beta for U.S. developers who sign up for a waitlist, is Google’s move to expand that range. Developers integrate with a cloud-hosted MCP (Model Context Protocol) server or Android MCP using AppFunctions APIs, then use the Google Connected Console to register, test, and submit an app. They can choose whether the app is available via Search, the Gemini app, or both. Once live, developers can track traffic, latency, and error rates, and keep control over verified logos and authenticated accounts.

Google already has more than 50 connected apps in Gemini, from partners including Adobe, Experian, Localiza, and Peloton, plus its own services such as Workplace, Photos, YouTube Music, and Google Home. These apps will roll out to Google Search over the next few weeks. Search currently has fewer integrations, including Instacart, Canva, YouTube Music, and Yahoo Fantasy Football. Meditation app Calm is a new partner and will launch on both Gemini and Search. Google did not share a broader availability date.

The article frames the platform as an early step toward visibility on the agentic web, comparable to how SEO made websites visible in search rankings. But the business case is conditional: capturing and retaining consumer attention requires enough connected apps to explore, and the preview is limited to U.S. developers for now.