European printing trade associations take a stand in the field of AI-driven commerce. The Online Print Initiative (IOP), which represents the online printing industry, the German national federation BVDM and the European printing and digital communications federation Intergraf have launched a joint project based on Google's Universal Commerce Protocol (UCP).
An AI system not at all suited to graphics production
Presented on January 11, 2026, this open source protocol created by the internet giant is designed to enable AI agents to make purchases directly in Google IA Mode or the Gemini app, without going through merchant sites. UCP has been co-developed by companies such as Shopify, Etsy, Wayfair, Target and Walmart. More than 20 international companies, including Visa and Mastercard, support this protocol. However, the current model is still designed for standardized products with fixed prices.
The three organizations consider that this approach does not correspond at all to the realities of print production: a print order involves variable configurations, file transfers, automated controls, proof-reading and lead times that depend on manufacturing capacities.
"Whoever sets the standard sets the rules. The printing industry can either actively shape the future of e-commerce for print, or let others shape it." says Bernd Zipper, Chairman of the IOP Board of Directors.
IOP, BVDM and Intergraf therefore intend to create a new service area, provisionally named dev.ucp.print. This will provide dynamic product configuration, real-time price calculation, file validation, approval workflow management and estimated delivery times according to production load. They also plan to integrate European rules relating to consumer protection and environmental requirements.
A first version expected in late 2026
The associations intend to form a working group and define precise requirements in the second quarter of 2026. An initial technical specification and industry consultation will follow in the third quarter.
Official submission to Google will follow at the end of 2026. Pilots could be set up in early 2027, before wider deployment a few months later.
The three organizations believe that the time is right "favorable" the UCP protocol is still under development and open to contributions from the industry. They also point out that no dedicated standard has yet been proposed outside the traditional retail sector, and that there are as yet no implementations in Europe. According to them, the graphics sector thus has " a unique opportunity to influence the evolution of AI-driven commerce".
