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The Madison Avenue Field GuideA field guide to marketing & advertising, by Brandon Mina

GlossaryAI Search & EmergingAgent2Agent Protocol (A2A)

AI Search & Emerging

Agent2Agent Protocol (A2A)

An open protocol launched by Google in 2025 that lets AI agents from different vendors discover each other, communicate, and coordinate tasks.

By Brandon MinaCEO, BrandPilot AIUpdated November 2026

Short answer

The Agent2Agent Protocol (A2A) is an open protocol launched by Google in 2025 that lets AI agents built by different vendors discover each other, communicate, and coordinate tasks. Agents advertise their capabilities and exchange messages through a standard interface. A2A aims to make multi-agent systems interoperable across platforms instead of locked into one ecosystem.