The Universal Commerce Protocol: When AI Takes Control of the Funnel

Google introduced the Universal Commerce Protocol (UCP), a new infrastructure that connects search, purchase, and payment into a single flow powered by artificial intelligence.

This innovation promises convenience for consumers, but presents a major challenge for marketing and data teams: losing visibility over the customer journey.

The end of the funnel as we know it

For years, the push to reduce friction in eCommerce focused on optimizing every stage of the marketing funnel.

With UCP, Google aims to eliminate the funnel altogether: the user no longer browses between stores — their personal AI assistant (like Gemini) compares prices, checks availability, and completes the purchase.

The result: a seamless experience… but also a data black box for brands.

The purchase decision shifts to the algorithm.
Retailers no longer control the experience, the touchpoint, or the moment of conversion.

What It means for marketing and analytics

For marketing and data leaders in Latin America, this is a game changer:

• Less visibility into first-party data: key interaction points now live inside closed ecosystems.
• Greater dependence on external AIs: recommendations and purchases are orchestrated by third-party platforms.
• New attribution challenges: how do you measure campaign impact when the final decision happens outside your owned channels?

Yet, there’s a clear opportunity.

The focus must shift from media optimization to performance intelligence using internal data (CRM, sales, engagement) to power strategic decisions, not just tactical ones.

From visibility to strategic control

The future of marketing won’t depend on how much data you can see, but on how quickly you can turn it into decisions.

Brands that connect their data layer with ecosystems like UCP will gain a competitive advantage, able to detect patterns even when transactions are mediated by AI.

At Bunker DB, we believe analytics must evolve into decision science models that can interpret incomplete signals and generate real-time actionable insights.

Conclusion

UCP doesn’t just accelerate purchases, it redefines who controls the consumer relationship.
The next big competition in marketing won’t be for attention, but for data interpretation in AI-mediated environments.

Are marketing and data leaders ready to operate in an ecosystem where the funnel is no longer visible, yet decisions are still being made?