Google has launched the Connected Apps Platform in U.S. beta, opening Gemini and Google Search to external businesses and developers. The new platform allows developers to submit third-party apps so users can securely link and interact with them using Google's artificial intelligence features.
To integrate their services, developers use a cloud-hosted Model Context Protocol server or Android MCP via AppFunctions APIs, and then register and submit apps through the Google Connected Console. Once live, developers can monitor traffic, latency, and error rates while maintaining brand control. Google already features over 50 connected apps in Gemini from major partners and plans to roll them out to Google Search over the coming weeks.
This initiative positions Google to capture user attention as AI agents potentially shift consumer behavior away from individual apps. Why it matters: The Connected Apps Platform gives businesses a vital way to make their services visible to users on the emerging agentic web.