Affiliate Roundup: PI LIVE Leaders Discuss 10X Growth, Wirecutter Diversifies Revenue, Google Launches Universal Cart, & More

This week in FMTC’s Affiliate Roundup: At PI LIVE Europe, affiliate industry leaders discussed how to grow the industry tenfold and what it will take to get there. Wirecutter is diversifying beyond affiliate commissions as AI reshapes product discovery. Google launched Universal Cart, bringing products from multiple retailers into one shopping experience.

---

• At PI LIVE Europe, affiliate industry leaders discussed how to grow the industry tenfold, exploring opportunities and challenges facing the performance marketing space.

• Wirecutter is expanding advertising, sponsorships, and hybrid deals as AI reshapes product discovery and challenges traditional affiliate revenue.

• Google introduced Universal Cart, allowing U.S. shoppers to combine products from multiple retailers and access promotions through a streamlined shopping experience.

• Meta is expanding shopping capabilities within its apps, aiming to connect product discovery more directly with purchases.

• People Inc. is turning AI bot blocking into a monetization strategy, using controls over automated access to protect and license publisher content.

• American Express introduced a framework for AI-powered commerce designed to help authenticate shopping agents and secure transactions.

• Marriott Bonvoy expanded a creator-led marketing campaign across 10 countries and 15 destinations, demonstrating how brands can scale influencer partnerships globally.