Mix has added Coach and Kate Spade products to Google’s AI-powered shopping tools, including the Gemini app and AI Mode. This integration lets consumers buy directly through Google Search without exiting the platform, completing purchases via Google Pay.
The collaboration uses the Universal Commerce Protocol, a system that connects retailers with AI shopping platforms. The service launched in the U.S. and will roll out internationally. Mix follows competitors like Ulta Beauty and Walmart, which have also made their inventories available through Google’s AI features.
Some observers warn that third-party AI integrations may weaken direct retailer-customer connections. However, Yang Lu, Mix’s Chief Information and Data Officer, stated that the change does not disrupt data collection. Orders processed through Google still integrate into Mix’s existing systems, just as they would on the company’s own websites.
Joanne Crevoiserat, chief executive officer of Mix, said in a statement: “Our goal is for shoppers to find and engage with our brands at the moment when inspiration strikes, whether it be when a consumer passes by one of our stores, peruses our websites, or chats with AI.”
Google has been promoting its AI shopping tools, such as virtual try-ons and price comparisons, to appeal to both retailers and consumers. The tech company’s AI Mode, introduced last year, merges Gemini’s features with its Shopping Graph to improve product discovery and recommendations.
Mix’s financial results show continued strength despite the shift. Fourth-quarter revenue rose 9% year-over-year to $1.9 billion, with net income reaching $347.8 million, reversing a prior-year loss. Coach led growth with a 15% revenue increase to $1.6 billion, while Kate Spade experienced a 7% decline to $235 million.
For consumers, the integration simplifies the purchasing process—eliminating redirects and extra logins. For Mix, the move tests whether AI-driven sales can maintain customer engagement without losing control. The company believes offering flexibility will keep shoppers connected rather than driving them away.