AI 검색 에이전트로 무장한 구글, 검색의 정의를 바꾼다

Google's introduction of AI search agents and personal assistants marks a fundamental shift in how users interact with search engines—blurring the line between traditional web search and AI-powered assistance. By integrating deeper agentic capabilities into Google Search and launching Spark as a personal agent, Google is moving beyond passive retrieval to proactive, anticipatory services that understand user intent and preferences. This transformation positions Google Search not as merely an information retrieval tool but as a conversational assistant capable of handling complex queries, monitoring information changes, and executing transactions, potentially reshaping the entire search market.