Google I/O: AI agents can now book appointments and complete purchases on your behalf

At Google I/O 2025, Google demonstrated AI agents completing end-to-end transactions — searching for a service, comparing options, and completing a booking or purchase — without the user touching the keyboard after the initial prompt.

The Universal Cart feature allows Google's AI agents to add items or services from multiple websites into a single checkout flow, completing the transaction on the user's behalf using stored payment credentials.

Agentic booking works through Project Mariner and the Gemini agent stack. When a user asks "book me a haircut near me Saturday at 10am," the agent searches, evaluates options, checks availability, and confirms the appointment — all autonomously.

For this to work with your business, your booking system needs to be crawlable and machine-readable. Businesses using Booksy, Vagaro, Fresha, Square Appointments, or Mindbody are more likely to be included in early agentic flows because Google already has structured data partnerships with these platforms.

Businesses without online booking or with a booking system that requires login before showing availability are effectively invisible to these agents. The agent will book a competitor instead.

Google also announced that structured data (Schema.org markup for LocalBusiness, Service, OpeningHoursSpecification) will be a key signal for agent eligibility — businesses without it rank lower in agent consideration sets, not just in traditional search.