Google’s integration of AI features into its Chrome browser this week illustrates how the vendor is turning the browser into an AI-powered assistant, furthering the evolution of search.
The tech giant, which specializes in search, cloud and AI services, launched a new side panel experience, along with other AI features in Chrome on Jan. 28. With the new side panel, Gemini users can have a browsing assistant at their side to compare options, summarize product reviews and find times for events.Â
Gemini users can also access Nano Banana from within Chrome. Google also integrated Gmail, Calendar, YouTube, and Maps in Chrome so that users can complete tasks in the browser. The auto browse tool lets AI Pro and Ultra subscribers navigate the web, book flights and manage professional workflows, among other tasks.
The integration of AI features in Chrome exemplifies how agentic AI has grown within the browsing and search experience. With the traditional search model under threat, the rise of AI search engines such as Perplexity means search is more than a mode to find information. Instead, tools such Anthropic’s computer use and ChatGPT Atlas point to a search and browsing experience that includes the AI agent as the autonomous assistant.
A Nod to Traditional Search
While the new features integrated into Chrome are similar to the agentic features those included in Computer Use and Atlas, and even Anthropic’s most recent autonomous desktop agent, Claude Cowork, Google’s Gemini in Chrome pays homage to the traditional browsing experience.
“This kind of functionality, which honors the existing interface that we have come to know and love over the last 30 years, is a good thing,” said Bradley Shimmin, an analyst at Futurum Group. “It’s not saying just log into ChatGPT. Instead, go to the web, look at the web, use the web, and then take action where you are.”
Gemini in Chrome will feel familiar to enterprise users because Gemini is already built into the Google Workspace (formerly G Suite) platform. Those using Workspace are used to letting Gemini act on their behalf. However, users of third-party email or calendar systems will still be able to use the AI features introduced in Chrome to direct Gemini to take actions for them. This shows a greater move toward the use of autonomous tools within enterprises.
“We’ve been spending a lot of money over the last decade on trying to automate business processes, from the simplest things to the most complex, and it’s proven to be a very intractable and difficult,” Shimmin said. “This shows a lot of promise because it’s adaptable to any workflow, any process.”
One Obstacle
A challenge, though, is that while Gemini in Chrome includes security defenses, such as prompting auto browse to pause and asking for confirmation before completing some tasks, that’s not enough, Shimmin continued.
“There needs to be procedural protection, such as we have in the enterprise, for protecting things like personal and private information, where you’re not putting it in the hands of the user to make sure they don’t expose companies’ secrets,” he said. “You’re instead doing it in an auditable manner, and we’re nowhere near that with this stuff.”Â