Google outlines plans for agentic AI

Luke Meredith

Google has outlined a new strategy for using AI (artificial intelligence) at its annual I/O conference.

The company says AI should do more than answer questions – it wants AI to act as an assistant that can carry out tasks for users.

At the centre of Google’s strategy is Gemini, its AI system. Google has upgraded it to work across a wide range of apps and devices. Gemini can understand not only text, but also voice, video and other forms of information. As a result, it can support more tasks than before, including task management, content creation and advice.

Google describes this new approach as “agentic AI”. Rather than waiting for instructions, the AI can begin tasks, make plans and carry them out with minimal help from the user.

At the heart of it, Google is trying to protect its core business: search. For years, people have relied on Google to find information, helping the company become highly successful. But new AI tools from other companies are changing how people look for answers – instead of using search engines, they may increasingly turn to AI assistants.

To stay competitive, Google wants to make search more intelligent. It aims to move beyond a page of results and create an assistant that understands what users need and takes action. This could transform how people use the internet every day.

Google is also integrating AI into many of its products. Gemini is being added to tools such as Google Workspace, which millions of people use for work and study. By doing this, Google hopes users will depend on its AI across more areas of daily life.

At the same time, competition in AI is intensifying. Companies such as Microsoft and Amazon are also developing powerful AI tools. Google believes its strength lies in handling billions of search requests each day, giving it vast amounts of data to improve its AI systems.

Experts say the move towards agentic AI could reshape how software works. In the past, people had to tell programs exactly what to do – but in the future, AI may take the lead and complete entire tasks on its own. This could change how businesses operate and how people use technology at home.

Want to see how AI can be used as part of a plan to optimise your brand’s presence online? At Engage Web, we know what it takes to make your business succeed, so reach out to us now to get started.

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Luke Meredith

Content Editor at Engage Web

At home in both the digital sector and the world of communications, Luke thrives on deadlines and has held roles in healthcare, retail and digital marketing, gaining a sound knowledge of a wide range of sectors. He’s a massive swot as well, holding a first-class degree in BA Communication and Media, and now uses his writing skills and keen editorial eye in his role as Content Editor here. Luke helps to oversee our clients’ content requirements, while also looking after a pool of freelance writers across three continents.