The goal of the new era is for users to search less but get more effective results.
Among the innovations introduced are a new search bar that can search the Internet on behalf of the user and a new Gemini mode that can work autonomously for a certain period of time.
The search engine is being completely renewed
Google has long since moved away from the approach of only displaying a list of blue links in search results.
The updated search engine is based on the company's new Gemini 3.5 Flash model and represents the largest step in the transition from traditional search to artificial intelligence.
The new search box allows users to search with longer and more natural sentences, as if they were speaking to ChatGPT or Gemini.
Users can now create “agents” in the Google search engine to follow or research specific topics on their behalf.
Google said this feature will make it easier for tasks that require tracking and monitoring over time, such as apartment hunting or keeping track of new clothing collections.
In addition, the company can create custom visual responses and micro-applications that integrate applications linked to the user's location, weather data and Google Account.
“Spark” mod for Gemini
Google has introduced a new mode called “Spark” to separate the artificial intelligence-based Gemini from the main search engine.
Spark can run in the background and handle long-term tasks like monitoring credit card statements and email inboxes for important updates or creating summaries or to-do lists.
This feature, which can reference content in applications such as Google Docs, Gmail and Slides, will also support third-party applications in the future.
Spark, added to the Gemini application on Mac computers, can work with local files, while users can track this agent from their phones thanks to a new feature called “Android Halo.”
The artificial intelligence agent remains active even when the computer is turned off or the phone is locked.
Artificial target of general intelligence
With these updates, Google aims to move closer to its goal of developing “Artificial General Intelligence” (AGI), a theoretical stage at which artificial intelligence becomes as intelligent as humans.
Tulsee Doshi, senior product management director at Google DeepMind, explained that the models are not yet at a level that is fully trustworthy, so there is a transition period in what users can and cannot do.
DeepMind is at the heart of Google's artificial intelligence strategy. Dave McCarthy, an analyst at research firm IDC, said that most technology companies do not have a large consumer base and a direct research laboratory and cloud systems at the same time, and Google is the only company in all of these areas.
Competition and costs in the industry
According to financial platform Ramp, Anthropic has a 34.4 percent share and OpenAI has a 32.3 percent share of paid enterprise artificial intelligence subscriptions in the US, while Google's share remains at 4.5 percent. Anthropic and OpenAI are currently considered to be ahead of Google when it comes to enterprise AI products.
The increasing use of artificial intelligence in everyday life raises concerns about employment, security and the environmental impact of data centers.
However, Google continues to build its future on this technology. Alphabet CEO Sundar Pichai announced that Gemini has more than 900 million active users and that the company expects to spend about $180 billion to $190 billion on artificial intelligence infrastructure and chips this year.
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