UCP (Google): Full journey—discovery, cart, checkout, support. ACP (OpenAI): Checkout only—focused on transaction completion. Copilot (Microsoft): Checkout + merchant AI assistants (Brand Agents).
Architecture
UCP: Open-source, any transport (REST/MCP/A2A), decentralized. ACP: Stripe infrastructure, delegated payment tokens, centralized via OpenAI. Copilot: Shopify integration, Brand Agent SDK, hybrid approach.
Monetization
UCP: Ads (Direct Offers at intent). ACP: Fees (transaction fee per purchase). Copilot:SaaS (enterprise subscriptions).
Key Strength
UCP: Billions of intent queries + open standard adoption = network effects. ACP: 810 million daily active users + conversational commerce dominance. Copilot: Enterprise relationships + B2B AI commerce.
The Real Question
It’s not about which protocol is “better”—it’s about distribution. UCP owns intent (search queries). ACP owns conversation (chat users). Copilot owns enterprise (B2B relationships). Merchants will support multiple protocols—just as they support multiple payment methods today.
Gennaro is the creator of FourWeekMBA, which reached about four million business people, comprising C-level executives, investors, analysts, product managers, and aspiring digital entrepreneurs in 2022 alone | He is also Director of Sales for a high-tech scaleup in the AI Industry | In 2012, Gennaro earned an International MBA with emphasis on Corporate Finance and Business Strategy.
