Google’s New Agentic AI Update: Search Is No Longer Just Search
Google Transforms Search into a True Assistant
Google is no longer just delivering answers — it’s taking action on behalf of users. With the introduction of agentic AI capabilities, Deep Search, and the integration of Gemini 2.5 Pro, the way users engage with Search is shifting dramatically.
AI Mode — now available as its own tab across Google.com and the Search app — introduces users to an agent-like experience that can call local businesses, perform complex research, complete form-based tasks, and provide personalized recommendations based on context like Gmail or Calendar data.
What’s New in Google AI Mode
Here’s a breakdown of the most important updates:
Gemini 2.5 Pro Integration
This custom model powers AI Mode and Deep Search with advanced reasoning, making it more capable in areas like math, coding, and research tasks.
Deep Search
Deep Search issues hundreds of behind-the-scenes queries and builds a fully-cited, long-form answer. Think of it as a research assistant generating expert-level reports — within seconds.
Agentic AI Capabilities
Google has introduced several “agentic” features where AI can now complete actions:
Local business calling: Users can request Google to call pet groomers, restaurants, or service providers to check availability or pricing.
Event ticketing: AI Mode can compare ticket options in real time, check for availability, and help complete the booking process — all within the search experience.
Agentic checkout: Google won’t complete the purchase for you, but it will eliminate friction by pulling relevant purchasing options directly into Search.
Personal Context and AI Customization
AI Mode can now tailor responses based on personal Google account data — for example, showing food recommendations near your hotel by using flight or reservation info from Gmail. This is opt-in and part of Google’s broader push toward more intelligent, context-aware search.
Why Marketers Should Pay Attention
This is more than just a technical update. It represents a fundamental change in how visibility works in search:
Search is no longer click-based: Google is consolidating information for the user, often before they visit a website.
Structured data and schema are essential: Without proper markup, your business won’t show up in agentic results like appointment availability or service menus.
Brand consistency is critical: In the AI age, your brand can be cited — or misrepresented — by LLMs even if your site never ranks. If your information isn’t clear and consistent, AI will guess.
What You Should Do Now
Audit your local presence: Ensure your Google Business Profile is accurate and complete.
Implement detailed schema: Help AI understand your services, reviews, pricing, and availability.
Reinforce brand clarity: Make your site’s content reflect your unique voice, services, and differentiators.
Use structured content: Make it easy for AI systems to parse and represent your business.
Final Thought
Google is turning its search engine into an intelligent assistant. If your business isn't preparing to be found, summarized, and acted upon by agentic AI, you're already behind.
Now is the time to revisit your content strategy, technical SEO, and brand presence — because AI is no longer waiting for your site to rank.
