Google is pushing Chrome beyond passive browsing with the launch of Auto Browse, a new agentic AI feature powered by Gemini 3. Designed to automate multi-step online tasks such as shopping, form-filling, bookings, and subscription management Auto Browse signals Google’s ambition to turn Chrome into an AI-driven action layer, not just a gateway to the web.Unlike traditional browser automation, Auto Browse is built with human sign-off at key decision points, balancing speed with user control. This design choice reflects growing concerns around trust, accuracy, and unintended actions as AI agents take on more responsibility in everyday digital workflows. By keeping users in the loop, Google positions Auto Browse as a co-pilot rather than a fully autonomous agent.Strategically, the rollout highlights a broader shift in how Big Tech is embedding AI. Instead of standalone assistants, AI is increasingly being woven directly into high-frequency consumer products. With Chrome’s massive global user base, even incremental AI adoption here could reshape how people interact with e-commerce, services, and digital administration.The feature’s availability to Google AI Pro and Ultra users in the US also underscores Google’s monetisation play using advanced agentic capabilities to drive premium AI subscriptions. As competition intensifies from Microsoft Copilot, OpenAI-powered browsers, and emerging AI-native interfaces, Chrome’s evolution becomes critical to maintaining Google’s ecosystem dominance.
Overall, Auto Browse marks a meaningful step toward a future where browsers don’t just show information they complete tasks. For marketers, platforms, and consumers alike, this shift could redefine discovery, conversion, and digital decision-making at scale.
