Google's AI Mode With Agentic Abilities: Between Multitasking, Efficiency, And A Useful Killer Of Creators

Agentic abilities in AI refer to the system’s capacity to act autonomously, make decisions, and pursue goals without constant human intervention.

Unlike traditional AI, which reacts only to inputs, agentic AI behaves proactively, initiating actions to achieve objectives in its environment. These abilities include autonomy, goal-oriented behavior, decision-making, perception of the environment, and learning from experience. An AI with agentic abilities can assess situations, evaluate options, and choose actions to optimize outcomes, while adapting to new information over time.

Applications of agentic AI span robotics, autonomous vehicles, proactive virtual assistants, AI-driven research agents, and complex simulations.

Essentially, agentic AI transforms machines from passive tools into active collaborators capable of reasoning and acting independently.

This time, Google is finally bringing this to AI Mode, supercharging the feature to a whole different level.

With agentic capabilities, Google is stepping forwards towards creating a proper AI that is not only an information retrieval tool, but also an assistant with true task completion ability.

In a blog post, Google said that:

Google introduced agentic features to its AI Mode in Search, and this move marks a significant shift in how users interact with information online.

These enhancements enable the AI to perform tasks on behalf of users, such as booking reservations or providing personalized responses, thereby reducing the need for users to visit multiple websites.

In an example, users can specify details such as time, date, party size, and cuisine preference, and have AI Mode search across platforms like OpenTable, Resy, and Tock to find available options and provide direct links to booking pages. This functionality is initially available to Google AI Ultra subscribers in the U.S. through the "Agentic capabilities in AI Mode" experiment in Labs.

Additionally, AI Mode has expanded its personalization features.

U.S. users who have opted into the Labs experiment can now receive search results tailored to their individual preferences and interests, starting with dining-related topics. This personalization draws from past interactions and preferences to provide more relevant recommendations.

The expansion of AI Mode is not limited to the U.S.. Google has rolled out this feature to over 180 new countries and territories, broadening access to more users worldwide. However, the feature is currently only available in English.

These developments signify a shift in how users interact with search engines, moving towards a more integrated and personalized experience. By incorporating agentic capabilities, Google aims to assist users in completing tasks more efficiently, directly within the search interface.

While this development aims to streamline user experiences, it has raised concerns among content creators and website owners about the potential impact on web traffic and revenue.

The integration of agentic AI capabilities into Google's search ecosystem has led to a decrease in direct traffic to websites.

Features like AI Overviews and AI Mode provide users with comprehensive answers directly within the search interface, diminishing the necessity to click through to external sites. This shift has resulted in significant traffic declines for several publishers; for instance, Business Insider experienced a 55% drop in traffic from April 2022 to April 2025, prompting layoffs and strategic reevaluations.

The reduction in website visits has profound implications for content creators who rely on ad revenue and user engagement. As AI-generated summaries and responses become more prevalent, the traditional model of driving traffic through SEO and content marketing is being undermined. Publishers argue that Google's AI features appropriate their content without adequate compensation, leading to accusations of content theft and calls for regulatory intervention.

Furthermore, the proliferation of AI-driven tools has led to a saturation of content, making it increasingly challenging for individual creators to stand out.

The ease with which AI can generate content has led to concerns about the quality and originality of information available online. Critics warn that this trend could erode the diversity and richness of content, as AI systems often aggregate and repurpose existing material without adding new insights or perspectives.

Read: Google Addresses Publishers' Concerns On 'AI Mode': A Double-Edged Sword That Needs Polishing

In response to these challenges, content creators are exploring alternative strategies to maintain visibility and engagement.

Some are focusing on building direct relationships with their audiences through newsletters, podcasts, and social media platforms. Others are investing in unique, high-quality content that offers value beyond what AI can easily replicate.

Additionally, there is a growing emphasis on transparency and authenticity, as audiences increasingly seek out sources they can trust amidst the proliferation of AI-generated information.

As AI continues to evolve and integrate into various facets of digital life, its impact on content creation and distribution will likely intensify.

While AI has the potential to enhance user experiences and streamline information access, it also poses significant challenges to traditional content ecosystems.

The ongoing dialogue between technology companies, content creators, and regulators will be crucial in shaping a balanced approach that fosters innovation while preserving the integrity and diversity of online content.

Further reading: Good Google, Bad Google: How 'AI Mode' Is Changing Web Browsing And Killing Websites