This marks a major evolution from traditional cloud offerings to function-specific AI components at scale.

What's happening:

At Google Cloud Next '25, Google unveiled a dedicated AI Agent Marketplace within Google Cloud Marketplace

Partners can now list their AI agents directly on GCP Marketplace where customers can discover, purchase, and deploy them.

What makes this powerful is the direct connection to Agentspace - where customers’ employees can interact with partner agents alongside Google's own agents.

This tight technical integration creates a commercial flywheel:

partners build agents → customers buy through marketplace → admins enable in Agentspace → employees use daily → driving more adoption and revenue.

Key opportunities for alliance leaders:

New monetization route: Package your AI capabilities as agents and sell directly through Google Cloud Marketplace

Co-sell advantage: Google is creating GTM and co-sell programs with increased field alignment

Budget access: Customers can use their committed cloud spend for purchasing via marketplace

Partners already capitalizing: Accenture, Deloitte, UiPath, HCLTech, VMware and others are already offering agents through the marketplace.

Resourcing to capture opportunity:

Google is backing this with significant resources - a 2X increase in funding for AI opportunities over the past year and improved field co-sell alignment.

Kevin Ichhpurani, President of Global Partner Organization, highlighted that their "partners have already built more than 1,000 AI agent use cases for customers across nearly every industry."

Agent2Agent (A2A) open protocol

What makes this even more transformative is the introduction of the new open A2A Protocol - supported by 50+ enterprise tech companies including Salesforce, ServiceNow, and SAP.

It will allow AI agents to communicate with each other, securely exchange information, and coordinate to execute tasks across various enterprise platforms.

As Kevin Ichhpurani stressed, "We believe the A2A framework will add significant value for customers, whose AI agents will now be able to work across their entire enterprise application estates."

GCP partner-centric AI agent strategy also extends beyond technical innovation to commercial outcomes.

New processes to better capture partner contributions in co-selling will help Google's team connect customers with the right ISV and services partners.