Direct Offers: Serving Deals at the Moment of Decision

Google is introducing Direct Offers — a way for retailers to present exclusive discounts directly inside AI Mode, right when a customer is ready to buy.

Here's what it is and how it works.

What Direct Offers Actually Is

A customer searches in AI Mode:

"I'm looking for a modern, stylish rug for a high-traffic dining room. I host a lot of dinner parties, so I want something easy to clean."

Google's AI recommends relevant products based on that specific need.

But the customer hesitates. They like the recommendation. They're just waiting for a reason to commit.

Direct Offers provides that reason.

Your product shows up with an exclusive discount — say, 20% off — presented right in the AI conversation.

The customer gets a better deal. You close the sale.

How It Works

Direct Offers runs through Google Ads.

1. You set up the offers you want to feature in your campaign settings

2. Google's AI determines when your offer is relevant to display

3. When a customer's search matches your product and intent signals are strong, your offer appears

4. The discount is labeled "Sponsored deal" so it's transparent

The key difference from traditional ads:

You're not just bidding for visibility. You're presenting value at the exact moment someone is weighing a purchase decision.

The AI already recommended the product. Direct Offers adds the incentive.

What Kind of Offers

The pilot is starting with discounts — percentage off, dollar amount off, that kind of thing.

But Google has announced plans to expand beyond price cuts:

→ Bundles — "Buy this, get that included"

→ Free shipping — Often the thing that tips a decision

→ Other value attributes — Helping shoppers prioritize value, not just lowest price

The goal is to give retailers tools to close sales with offers that make sense for their business — not just race-to-the-bottom discounting.

Who's Already Testing

Google is piloting Direct Offers with:

• Petco

• e.l.f. Cosmetics

• Samsonite

• Rugs USA

• Shopify merchants

These brands are helping shape how Direct Offers works before it rolls out more broadly.

How It Fits the Bigger Picture

Think about the full agentic commerce flow:

Discovery: Customer asks AI for recommendations. Your product shows up because your data is solid.

Questions: Customer wants to know more. Your Business Agent answers in your voice.

Incentive: Customer is interested but hesitant. Direct Offers presents a deal.

Purchase: Customer is convinced. Agentic checkout completes the sale inside the conversation.

Direct Offers sits in that critical gap — between interest and action.

It's not about interrupting the experience with ads. It's about giving customers a reason to buy when they're already considering it.

The Bottom Line

Direct Offers is Google's answer to a simple question:

How do retailers close sales in an AI-first shopping experience?

The answer: Present relevant deals at the moment of decision.

Not blasted to everyone. Not interrupting the conversation.

Served by AI, to the right customer, when intent is highest.

It's still a pilot. But for brands thinking about how advertising works in agentic commerce — this is the direction.

Need Help Preparing?

At AI Ready Labs, we help brands get ready for agentic commerce — including how to position for opportunities like Direct Offers.

→ Book a free 15-minute call with AI Ready Labs

No pitch. Just clarity on what's coming and how to prepare.