India – Juspay, a global payments technology company, has launched Breeze Universal, a pilot offering that enables brand discovery across AI platforms including ChatGPT and Claude, as well as first-party surfaces of merchants and banks.
The launch expands Breeze, Juspay’s commerce technology platform, allowing shoppers to discover, compare, and purchase products from a single AI conversation across participating brands.
According to Juspay, the offering is designed to equip any company with an existing seller audience to build its own AI-powered shopping experience without technical overhead.
Breeze Universal enables banks, fintechs, marketplaces, and brands to deploy agentic shopping experiences directly to their user bases, the company says, without building complex infrastructure or altering existing operations.
In doing so, Juspay states the platform aims to boost brand visibility while increasing conversion rates.
The platform connects to a business’s existing stores and catalogues across Shopify, WooCommerce, Magento, and custom stores, according to the company.
From there, it makes the underlying product catalogue available across the surfaces where customers shop, spanning AI platforms, mobile apps, and websites.
For merchants, Juspay positions the commerce layer as an easy plug-in, offering brands wider discoverability for their products.
Meanwhile, shoppers can invoke @breeze inside ChatGPT to receive recommendations from across the brands present on the Breeze Universal platform.
This, the company explains, allows users to discover products from multiple brands without leaving the ChatGPT interface.
For example, a customer could search for “gift ideas for someone who’s always on trend” or “skincare products under ₹1,500” and receive recommendations spanning several brands.
Built on Google’s Universal Commerce Protocol (UCP), Breeze Universal is designed to keep brands compliant with AI commerce standards from day one, according to Juspay, removing the need for complex integration specs and engineering backlogs.
Brands can additionally launch their own @brand app inside ChatGPT, published by Breeze, alongside their own AI-powered storefront built around a single search bar spanning the full catalogue.
The offering is available as drop-in components, a headless kit, or APIs, the company says.
Announcing the launch, Sheetal Lalwani, COO & Co-Founder of Juspay, said, “As the world continues to look towards AI assistants for day-to-day product and service recommendations, we can no longer treat discovery and payments as two separate entities. For consumers, they are becoming one continuous experience.”
“Through Breeze Universal, Juspay aims to be the technology service provider that enables brands to become discoverable within AI-led conversations and seamlessly connect discovery with commerce. This gives merchants the foundation to prepare for the shift towards agent-led commerce”, Lalwani added.
Juspay describes AI-powered agentic commerce as a fast-growing channel, with AI systems increasingly shaping how products are discovered, compared, evaluated, and purchased.
As this trend becomes central to how consumers shop, the company says commerce is shifting from human-led search towards AI agents that research and complete purchases on the shopper’s behalf.
Rather than onboarding brands to AI platforms one at a time, Juspay states that Breeze Universal is intended to create a shared layer where brands can join and make their catalogue available across AI platforms, or power a custom AI storefront of their own.
