What is search, anyway? At Google I/O this week, Google made that question even harder to answer, as Search absorbed more of Gemini’s AI capabilities and moved further beyond the familiar list of blue links. For decades, we directed Google or Bing to fetch us a list of pages, in which we could find the answers we seek. Now “search” engines are acting more like butlers, anticipating what we want before we want it, based on what they know about us.
It’s not too much of a stretch to anticipate that “search” and “AI” are blurring, and probably will simply merge at some point. As announced at I/O, Google Search tool is soaking up even more of Google’s AI capabilities, with an expanded search box plus personal agents, while Gemini itself is taking on more of the tasks, such as delivering a daily brief, that I would normally associate with a personal aide or attaché.
The Rise of Agents Continues
Today, what we might have called “notifications” in past eras are now the domain of agents. Google wants you to ask them to keep their eyes open for, well, the sky’s the limit — low plane fares, news about Taylor Swift, updates from your apartment complex, and so on. And there are two key things Google is adding to its pantheon of products: search agents, and specifically a “personal” agent called Spark. It’s hard to separate one from the other, just like it’s a challenge to distinguish Gemini within Google’s Workspace apps from the Gemini app itself. They’re just blending together.
Spark is Google’s new “24/7, personal agent” that works on your behalf. Right now, it’s apparently somewhat basic, where you can have it set recurring tasks or triggers, or teach it skills like checking your inbox for updates from the school your kids attend. Over time, however, Google has a roadmap of features planned for Spark, just like any of its other properties. Of more use, I think, is what Google calls a “daily brief.” If that sounds familiar, it might: Microsoft built in a daily summary of your upcoming events as part of Windows 10’s Cortana, and — once Cortana was headed for the graveyard — tried to move this feature into the mobile Outlook app. I can’t say which one would have come out on top, but I applaud the effort.
“It goes far beyond a simple summary,” according to a blog post by Josh Woodward, the vice president of Google Labs and the Gemini app. “Daily Brief actively organizes and prioritizes based on your specific goals, even suggesting immediate next steps.” Of course, there’s no telling whether the daily brief will prove effective. Not surprisingly, it benefits from connections to Gmail, your calendar, and other connected Google apps. It also requires a subscription, though it’s available to the AI Plus tier as well as the more rarified Pro and Ultra subscription models.
Search, Gemini: Are They on a Collision Course?
As you might imagine, I’m less fond of AI Mode, Google’s controversial revamp of its search function. Like virtually everything else in Google’s ecosystem, Google Search includes “personal intelligence,” mining your life for additional context. Google now says that AI Mode, which grudgingly links back to the original source of its knowledge, has landed one billion users. Google is expanding the search box, literally, at least on its mobile implementations. This will allow for longer, more involved queries where you can see the entirety of the prompt, add files, and so on. The upshot is that Google doesn’t want you to search for “best laptop;” it would rather you input something like “the best laptop like the one that my cousin Mike had last summer at the house in Maine, but under $1,500,” with everything from text, images, video, to even Chrome tabs as potential inputs.
Google Search is encouraging you to have conversations with its search engine, rather than one-off queries. At this point, the line between a ‘search’ and a ‘prompt’ blurs even further, especially when Search and AI Mode allow follow-up conversations. AI Mode, heavy on the “AI.” The new implementation is live, today, where AI Mode is already implemented. I can see the impact of AI Mode on our business, and it isn’t good. But I can’t be as down on Google’s agentic search capabilities.
Historical Context: From Notifications to Agents
Generally speaking, the industry has come up with numerous ways to facilitate ongoing searches. Steam and Amazon offer you the choice to “wishlist” a particular item, tracking its pricing and notifying you when it’s on sale. So far, Microsoft still implements “Collections” of stored tabs, where you can research and store an ongoing project, like a summer vacation. (Like Google, Microsoft is pushing you to adopt Copilot to take over manual tab storage and replace it with an AI summary.) Agentic search used to be called “notifications,” where you could tell Google to monitor a topic and it would track it for you. Now Google Search is adding “search agents,” which will essentially monitor an existing question and provide answers.
“With information agents, you can stay updated on whatever matters most to you.,” according to a blog post by Liz Reid, the head of search for Google. “Your agent will intelligently look across everything on the web, including blogs, news sites, social posts, and the freshest data, such as real-time information on finance, shopping, and sports, to monitor for changes related to your specific question.” Beginning this summer, you’ll also be able to allow Google to reserve restaurants and other venues — and even pay. The latter has been a capability where AI has feared to tread, but Google is setting out to make it happen.
Expanding the Search Ecosystem
Google is also essentially using its own version of Claude Code, called Antigravity, to build small “apps” right within search itself. Google’s not really building an app that will allow you to do something. Instead, it’s using Antigravity to create small visual explanations of how a specific task could be completed or how a concept actually plays out in the real world, such as a black hole’s effect on time and space or how a Roman aqueduct may have been constructed. I don’t have any vacations planned for the near future, but I could absolutely see agentic search being used to answer questions like “who is the current leader in the California governor’s race polling?” or ‘how much money has OpenAI raised in 2026?”
Like it or not, Google is one of the architects of the modern search experience, and how we look for and acquire information. Anecdotally, Google still has 90 percent of the world’s search traffic, according to StatCounter. The issue, of course, is how the problem is defined — how many people are simply “searching” via ChatGPT or Claude? Ongoing agent-based searches and conversational followups will keep users within Google’s fold, where its management is desperate that they remain. This evolution presents both opportunities and challenges for users, publishers, and the broader internet ecosystem. As search becomes more proactive and personalized, questions about data privacy, filter bubbles, and the erosion of organic discovery become increasingly urgent. The blending of AI and search is not just a technical shift; it is a fundamental change in how we interact with information online.
Moreover, the introduction of features like daily briefs and agentic monitoring could lead to a more seamless digital life, but also to greater dependency on a single platform. Google is positioning itself not just as a gateway to information, but as a life assistant that anticipates needs before they are articulated. The company’s strategy is clear: by embedding AI deeply into its core search product, it aims to increase user engagement and time spent within its ecosystem, while simultaneously reducing the incentive to visit third-party websites. This move mirrors broader industry trends where big tech companies are integrating AI across their product suites to lock in users and monetize through subscriptions and data collection.
For content creators and publishers, the implications are profound. If Google’s AI Mode and agents answer queries directly without requiring clicks to external sites, the referral traffic that has long sustained the web economy could dwindle. Google has attempted to address these concerns by including links to sources, but the prominence of such links in AI-generated answers is often minimal. The company has also launched initiatives to support publishers, but the economics of AI-generated summaries remain uncertain.
From a user perspective, the convenience of having a personal assistant that knows your preferences, schedule, and interests cannot be overstated. However, this convenience comes at the cost of privacy. The same personal intelligence that powers daily briefs and proactive suggestions also allows Google to build detailed profiles of individuals, which can be used for advertising and other purposes. The trade-off between utility and privacy is a perennial theme in technology, and Google’s latest moves bring it to the forefront once again.
In conclusion, the transformation of Google Search into an AI assistant is a pivotal moment in the evolution of the internet. It marks a departure from the traditional model of search as a neutral gateway to information, toward a curated, predictive, and personalized experience. As this shift unfolds, it will be essential to monitor how it affects user behavior, market competition, and the health of the open web. Google is betting that users will embrace the increased intelligence and convenience, even if it means ceding more control and visibility to a single corporate entity. Only time will tell whether this bet pays off and what the long-term consequences will be for the digital landscape.
Source: PCWorld News