Google has officially answered the growing competition from AI-powered browsers. On January 28, the company announced Auto Browse, a new AI feature that turns Google Chrome into an assistant that can browse websites, compare options, fill forms, and even help complete purchases on your behalf.
Powered by Gemini 3, Auto Browse marks a major shift in how people use the web. Instead of just showing information, Chrome can now take action while you watch and approve.
With more than 3 billion users, this update could change how a large part of the world browses the internet.
Why Google Made This Move Now
Chrome still controls around 70% of the global browser market, but that position is under pressure.
In recent months:
- OpenAI launched its Atlas browser with ChatGPT built into every interaction
- Microsoft pushed Copilot deeper into Edge
- Opera and Perplexity introduced AI-first browsing tools
These products don’t just assist browsing; they replace traditional browsing with AI-driven actions. When Atlas launched, Alphabet’s stock briefly dropped, showing how seriously investors took the threat.
Google’s response was clear: don’t build a new browser, upgrade Chrome itself.
What Auto Browse Actually Does
Auto Browse allows Chrome to handle multi-step online tasks that normally require constant clicking and typing.
It can:
- Navigate between websites
- Compare prices and options
- Fill out forms automatically
- Add items to shopping carts
- Apply discount codes
- Help complete bookings or purchases
Google demonstrated Auto Browse by having it plan a themed party. The AI analyzed a reference image, searched online stores, stayed within a set budget, applied coupons, and prepared items for checkout.
It also works beyond shopping:
- Comparing flights and hotels across dates
- Filling long forms using information from PDFs
- Helping with apartment searches using filters
- Gathering documents from emails and accounts
You can see every step it takes in a new side panel, and you can stop or take over at any time.
Safety and Control Come First
Auto Browse does not act without your permission.
Before sensitive actions—like making payments or posting content—it pauses and asks for confirmation. You stay in control the entire time.
With approval, Auto Browse can access Google Password Manager to log into sites. Because of this, Google says it has added new security protections to prevent phishing, credential theft, and AI manipulation attacks. Technical details were shared in a security blog published in late 2025.
Who Can Use Auto Browse Right Now
There is one important limitation.
Auto Browse is currently available only in preview and only in the U.S. for:
- Google AI Pro subscribers ($19.99/month)
- Google AI Ultra subscribers ($249.99/month)
Free Chrome users do not have access yet, and Google has not shared a timeline for a wider rollout.
Gemini in Chrome: More Than Just Auto Browse
Auto Browse is part of a bigger Chrome update powered by Gemini.
The New Gemini Side Panel
A persistent AI side panel now appears inside Chrome. It stays open across tabs and can understand context from multiple pages at once.
It is free for U.S. users with Chrome set to English on Windows, macOS, and Chromebook Plus devices.
People are already using it to:
- Compare products across different stores
- Summarize reviews from multiple websites
- Organize travel plans without switching tabs
On-Device Image Creation With Nano Banana
Chrome now supports on-device image generation through a feature called Nano Banana.
You can:
- Visualize furniture in a room photo
- Turn data into simple visuals
- Edit images directly on webpages
No downloads or uploads are needed. The feature understands both text and images and is available to Gemini users starting January 28.
Deep Integration With Google Apps
Gemini in Chrome can connect with:
- Gmail
- Calendar
- Maps
- YouTube
- Google Shopping
- Google Flights
You can ask it to find an email, check flights, and draft a message, all in one conversation. These connections are optional and can be turned on or off in settings.
What’s Coming Next
Google plans to bring Personal Intelligence to Chrome in the coming months. This allows Gemini to remember your preferences—like budgets or dietary choices—and apply them automatically. Everything is opt-in and can be deleted.
Mobile support is also on the way:
- Android users can access Gemini via the power button
- iOS users will get tab-aware AI inside Chrome soon
Why Chrome Is the Center of Google’s Strategy
Chrome is not just a browser for Google. It’s the gateway to Search, ads, shopping, and daily online activity. Losing Chrome dominance would weaken Google’s entire ecosystem. Instead of creating a separate AI browser, Google is turning Chrome into an AI platform.
To support this, Chrome will adopt the Universal Commerce Protocol, developed with companies like Shopify and Etsy.
This standard helps AI agents safely complete purchases across different online stores. This matters because AI shopping only works if websites cooperate.
The Bigger Picture
AI-powered browsers are no longer optional—they’re becoming the standard.
OpenAI’s approach replaces the browser interface entirely. Google’s approach transforms the existing browser into an AI assistant.
Whether Chrome can hold its lead depends on:
- Reliability across thousands of websites
- Strong security and user trust
- Expanding access beyond paid users
For now, one thing is clear: Chrome is no longer just a browser. It’s becoming an operating system for the web—one that browses, shops, books, and works for you.
