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The real move here is Google trying to move from owning the system of record to owning the system of action. Traditional SaaS stores the work: docs, emails, tickets, CRM notes. Agents start executing the work: follow-ups, summaries, routing, drafting, checking.

Once a company teaches Gemini its recurring workflows, permissions, context, handoff rules, and weird exception logic, switching vendors is no longer just “export the data.” It becomes “rebuild how the company operates.”

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