Google is expanding Gemini’s connected-app layer again. The company has started rolling out 14 new third-party services inside Gemini, letting users call up tools such as Airtable, Adobe, Squarespace, Experian and SeatGeek directly from a chat.
What’s inside the new batch
Mai Lowe, Group Product Manager for the Gemini app, frames it simply: “We are bringing more of your favorite apps directly into Gemini.” The additions split into three lanes.
- Productivity: Airtable, Linear, monday.com, PandaDoc, Wispr AI and Zoho.
- Creativity: Adobe, Picsart, Squarespace and Webflow.
- Lifestyle: apartments.com, Experian, Peloton and SeatGeek.
Users connect them in Gemini settings or by typing an @ mention, the same invocation convention familiar from ChatGPT’s app layer.
Rivals are now sitting next to each other
This rollout puts direct competitors on the same assistant surface. Adobe and Picsart join Canva. Squarespace and Webflow land beside Wix. Apartments.com sits next to Zillow Rentals, and SeatGeek now shares a category with Ticketmaster.
That matters because Google has said it will not sell ads in the Gemini app. Partner placement is curated, not auctioned. But Google has also not published routing rules for the Gemini app. In AI Mode, the system may default to the last app a user relied on for a task. If similar logic applies, the first relevant app a user connects could become the one that keeps getting the request.
Scale turns this into distribution
Alphabet reported 950 million monthly active users for the Gemini app in Q2, with daily actives tripling year over year. Similarweb put Gemini at 27.3% of generative AI website traffic in June, up from 8.9% twelve months earlier.
Meanwhile, OpenAI’s equivalent surface is being monetised with ChatGPT advertising, which reached a $1 billion annualised run rate and is testing Sponsored Agents. Google’s no-ads stance makes the Connected Apps roster the main commercial battleground.
The fine print: accounts, regions and data
Google has not yet updated its availability table, so marketers cannot confirm which account types, markets, languages or subscription tiers get these services. The August pattern was restrictive: most outside apps required a personal Google Account rather than Workspace, several were US-only, and eleven were English-only.
That could be especially awkward for productivity tools. Airtable, Linear, monday.com, PandaDoc and Zoho sell largely to organisations, but if the existing pattern holds, employees might have to connect them through personal identities. LayerX research flagged that 47.11% of enterprise AI conversations already run through personal identities.
The privacy mechanics deserve attention, too. Disconnecting an app or clearing Gemini activity does not necessarily delete data the partner has already received. With a credit bureau like Experian now in the list, that asymmetry is sharper than usual.
What marketers should do now
Treat this as a distribution-mapping moment, not just a product update. Check whether your brand or your clients’ brands sit in a category where a rival is already connected. Review Google’s availability documentation as it updates, and don’t assume a European Workspace user gets the same access as a US personal account. Finally, accept that conversions fulfilled inside a connected app may never generate a site visit, making agent-native measurement a boardroom issue sooner than expected.
Source: PPC Land
