The news: Google Chrome’s September 2025 update embeds Gemini AI into the browser, giving users direct access to AI-powered research, automation, organization, and real-time security tools. The feature is rolling out today to Mac and Windows desktop users in the US with their language set to English.

Why it matters: With nearly 70% market share, per StatCounter, Chrome is the internet’s default gateway. By building Gemini into browsing itself, Google mainstreams AI adoption in a way no standalone app or enterprise tool can match. 

Billions gain instant access to AI without downloading or subscribing to anything new, shifting generative AI (genAI) from niche to default, reshaping how people search, transact, and safeguard their online lives. 

The power of default looms large—by making Gemini the on-tap assistant inside Chrome, Google could checkmate rival AI tools, especially if the most useful features remain free.

Our first take: Google is infusing its AI features into its most-used product a week after it avoided being forced to divest its browser. Imbuing Chrome with AI unlocks unprecedented volumes of user training data—an advantage no rival can replicate. This development, plus Gemini’s expansion into education, underscores a wider push to make Google’s AI as ubiquitous as its search engine.

The update gives brands an opportunity to integrate more deeply into consumer workflows if they optimize for AI-driven discovery. However, Google’s AI may filter, summarize, or automate away key brand touchpoints, reducing visibility. 

This is our immediate perspective. We’re actively developing this story throughout the day with more research and data from the EMARKETER database. Our in-depth analysis will be included in our client-only Briefings. Non-clients can click here to get a demo of our full platform and coverage.

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• Chatbots vs. Chrome: OpenAI, Perplexity browsers are coming for Google’s turf