Google Chrome launches Gemini side panel and agentic browsing features

Google Chrome has introduced significant updates to Gemini, powered by Gemini 3, available for users on MacOS, Windows, and Chromebook Plus. These updates include advanced AI features designed to enhance multitasking and productivity through a new side panel experience, deeper integration with Google Apps, and upcoming Personal Intelligence features. Gemini in Chrome acts as an intelligent assistant, helping users find information and complete complex tasks more efficiently.

Side panel for multitasking

The new side panel allows users to keep their main tab open while managing other tasks simultaneously. This feature supports activities such as comparing options across multiple tabs, summarizing product reviews, and organizing busy schedules, enabling seamless multitasking without interruption.

Nano Banana image transformation

Nano Banana’s creative capabilities are now integrated into Chrome, allowing users to transform images directly within the browser by typing prompts in the side panel. This eliminates the need to download or re-upload images and supports creative tasks such as redesign inspiration or converting research data into infographics.

Connected apps integration

Gemini in Chrome connects with popular Google Apps like Gmail, Calendar, YouTube, Maps, Google Shopping, and Google Flights. These integrations facilitate multi-step tasks, such as booking flights by retrieving event details from emails, referencing flight data, and drafting related emails, all accessible via the Connected Apps settings.

Personal intelligence

Coming soon to Chrome, Personal Intelligence offers a personalized, proactive browsing experience. Users can opt-in to connect or disconnect apps, with Chrome remembering past conversation contexts to provide tailored, context-aware assistance. This feature transforms Chrome into a trusted partner that understands user needs and preferences.

Auto browse: agentic browsing

For AI Pro and Ultra subscribers in the U.S., Chrome introduces auto browse, an agentic AI feature that automates complex, multi-step tasks. It can handle travel planning by researching hotel and flight options, scheduling appointments, filling out forms, managing subscriptions, and more. Auto browse can also identify items in images, search for similar products, add them to carts within budget, and apply discount codes, using Google Password Manager for sign-ins when permitted.

Universal Commerce Protocol (UCP)

Chrome will support Google’s Universal Commerce Protocol, an open standard developed with industry leaders like Shopify and Etsy. UCP enables AI agents to perform seamless commerce actions on users’ behalf within Chrome.

Security and user control

Gemini in Chrome is built with rigorous security measures to protect against new online threats. Auto browse is designed to pause for user confirmation before completing sensitive actions such as purchases or social media posts, ensuring users remain in control.

How this is useful for marketers

For marketers, these updates from Google Chrome offer significant value. The side panel allows for faster comparison of information, multitasking, and optimization of processes, including preparing advertising materials and analyzing results. Integration with Google apps enables the automation of several stages of marketing campaigns, such as retrieving data from Gmail or creating content for Google Shopping. At the same time, the new tools for working with creatives and personalizing the experience help create more precise and effective advertising strategies, focusing on user needs.

Conclusion

The Gemini updates in Google Chrome greatly simplify marketers’ tasks, enabling them to complete tasks faster, automate routine processes, and improve campaign personalization. Integration with Google apps and the Auto Browse feature provide unprecedented opportunities for automating complex tasks, allowing marketers to focus on more strategic aspects of their work.

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