GCP AI Agent Marketplace Explainer

Last updated: June 27, 2025

Exec Summary

Google Cloud has launched the AI Agent Marketplace under the Marketplace umbrella to allow ISVs and SIs to list AI Agents using the A2A protocol, enabling enterprises to purchase and register these agents within AgentSpace.

This document clearly outlines:

  • What is new, changing, and remaining the same in the process.

  • What Clazar Engineering and Implementation teams must do to support customers.

🆕 What Is New

  • Dedicated AI Agent Marketplace category launched under GCP Marketplace for ISV/SI agents.

  • Support for A2A protocol agents with AgentSpace integration.

  • Requirement for agents to use Gemini or Vertex AI-deployed third-party models.

  • A new AI Agent-specific solution validation form (short, one-page, includes model and deployment details).

  • Front-end integration requirement: Partners must deliver a curl command encapsulating user ID, API key, and procurement ID for customers to register agents in AgentSpace manually. (Like we do today in GCP cloud setup)

  • Customers must enable Vertex AI APIs and AgentSpace manually before registering agents.

  • Integration with AgentSpace allows access revocation automatically when private offers expire or are canceled.

➡ What Is Changing

  • Solution Validation: Uses a different intake form specific to AI agents, replacing the generic SaaS validation form.

  • Customer Enablement: Customers now complete an additional manual step to create an AgentSpace instance, enable Vertex AI API, and run the registration command.

  • Front-end workflow: Clazar must assist customers with delivering and guiding the registration command execution post-purchase.

✅ What Remains the Same

  • The listing process still uses the SaaS product flow in the Producer Portal.

  • Partners must:

    • Be enrolled in Partner Advantage Build Track.

    • Have signed the latest Marketplace Vendor Agreement (MVA 3.0+).

    • Pass solution validation.

  • Pricing models remain the same (free, flat fee, flat fee + usage, or usage-based).

  • Approval and ingestion timelines (up to 2 days) remain unchanged.

  • Backend integration requirements (PubSub topic subscription, Partner Procurement API, Service Control API if needed) remain unchanged.

⚙ What Clazar Implementations/Engineering Must Do

To support customer AI Agent listings and go-live:

  1. Guide customers on prerequisites:

    • Enroll in Partner Advantage Build Track.

    • Sign the latest Marketplace Vendor Agreement.

    • Complete the AI Agent-specific solution validation form.

  2. Backend Integration Support:

    • Same as SaaS: PubSub, Procurement API, Service Control API.

  3. Frontend Enablement (new responsibilities):

    • Build a secure flow to:

      • Capture user ID, API key, and procurement ID post-purchase.

      • Encapsulate these in a curl command.

      • Deliver the curl command securely to customers for manual execution.

  4. Customer AgentSpace Enablement Support:

    • Guide customers to:

      • Enable Vertex AI APIs in their GCP project.

      • Complete the manual enablement form for AgentSpace.

      • Create an AgentSpace instance within their project.

    • Instruct customers to run the curl command to register the agent.

    • Validate the agent registration in AgentSpace post-execution.

  5. Monitor Usage Reporting:

    • Treat usage reporting similarly to SaaS listings (direct reporting or through BigQuery if consumption metrics are captured).

🔄 Customer Flow Recap (High-Level)

  • ISV builds agent using ADK/Agent Builder with A2A.

  • Deploys on GKE, Cloud Run, etc.

  • Lists on Marketplace using SaaS flow.

  • Customer purchases agent (public/private pricing).

  • Customer signs up on ISV signup page.

  • ISV captures necessary IDs and provides registration curl command.

  • Customer enables Vertex AI API, completes AgentSpace enablement form, and creates AgentSpace instance.

  • Customer runs curl command to register the agent in AgentSpace.

  • Agent becomes discoverable and usable within the customer’s enterprise environment.

❓ FAQs

Q: Do customers need to have a SaaS listing to list an AI Agent?
A: No, AI Agents can be listed as standalone offerings. However, many ISVs pair them with their SaaS offerings.

Q: Is pricing flexible?
A: Yes, customers can list agents as free, usage-based, flat fee, or private offers without showing public pricing.

Q: Do we need to re-onboard existing SaaS customers for AI Agent listings?
A: No. Existing partners only need to complete the AI Agent-specific validation form and create a new listing for the agent.

Q: Can Clazar automate the AgentSpace registration command in the future?
A: Currently, it is a manual customer step. Google’s roadmap includes future automation, but customers must run the curl command manually for now.

Q: Is usage reporting handled differently?
A: No, treat it like SaaS usage reporting. If needed, BigQuery data from Agent Engine can be used to report usage.

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