Google has announced a significant expansion of its AI Mode within Search, introducing new agentic capabilities that allow the tool to perform complex, multi-step tasks on behalf of the user. The update enables the AI to assist with booking event tickets and beauty and wellness appointments directly from the search interface.
This evolution transforms Google Search from a passive information retriever into an active digital assistant, streamlining the process of planning and booking real-world activities.
From Search Queries to Booked Appointments
The new feature allows users to make specific, conversational requests. For instance, a user could ask, “Find me two cheap tickets for the Shaboozey concert coming up. Prefer standing floor tickets.” In response, AI Mode will scan multiple ticketing websites in real-time to find options that match the criteria.
It then presents a curated list of ticket prices and options, providing direct links to the booking page for the user to finalize the purchase. This builds upon the agentic capabilities first introduced in August for securing restaurant reservations, where users could specify party size, date, time, and cuisine preferences to find available tables.
Building a Conversational Search Agent
These new capabilities are currently available to users in the U.S. who have opted into Google’s experimental platform, Search Labs. The move is a clear strategic step in Google’s efforts to compete with emerging AI-native search services like Perplexity AI and OpenAI’s ChatGPT.
By integrating task-oriented functions, Google aims to keep users within its ecosystem for more complex queries that go beyond simple information retrieval. The company continues to enhance AI Mode, which is now available in over 180 countries, with recent additions including a Canvas feature for organizing information and integration with Google Lens for visual search on desktop.
Implications for the MENA Tech Ecosystem
For the MENA startup and venture capital community, this development signals a fundamental shift in user acquisition and discovery. Regional startups with booking platforms—from event ticketing sites like Ticketmaster KSA to wellness appointment apps—may see user journeys increasingly begin with a conversational Google search rather than a direct visit to their app or website.
This presents both a challenge and an opportunity. Startups that ensure their inventory and booking systems are easily discoverable and accessible via APIs may benefit from a new, high-intent user channel. Conversely, those without a clear API strategy risk being disintermediated. For investors, this trend underscores the growing importance of backing companies that can either leverage these AI-driven platforms or build strong, defensible brands that command direct user traffic.
About Google
Google is a global technology company that specializes in Internet-related services and products, which include online advertising technologies, a search engine, cloud computing, software, and hardware. It is considered one of the Big Five American information technology companies, alongside Amazon, Apple, Meta, and Microsoft.
Source: TechCrunch
