Google's AI Search Shift: Profiling Engine, Not Assistant

A detailed critique argues that Google's planned 'agentic' AI search—expected to roll out within months—is fundamentally a lifestyle profiling engine disguised as a helpful assistant. The system requires mandatory login and consent, which the author claims violates the GDPR's prohibition on coerced consent for profiling, tracking, and automated decision-making. Google intends to use 'legitimate interest' as a legal shield, but critics counter that personal data cannot be processed under that basis for these purposes. The shift is already visible in Gemini Overviews, which generate curated answers rather than traditional search results, offering fewer links and more PR-filtered responses. This direction, previewed at Google I/O 2026, envisions a future where Gemini handles shopping in a single AI-controlled cart, jumps into YouTube videos to find key moments, and becomes an omnipresent layer through XR smart glasses.

Meanwhile, Google promotes Omni and Spark as revolutionary AI models, but they remain vaporware—no API, no documentation, no public access. Critics view these announcements as distractions from the real agenda: replacing open search with a personalized, AI-curated experience that funnels users into constant data sharing. The practical impact is that users lose control over what they see and how their data is used, while Google gains unprecedented behavioral insight. This raises serious legal and ethical questions about the future of search, privacy, and user autonomy in the AI era.