A idiosyncratic holds Google Pixel 10 Pro mobile phones during the 'Made by Google' event, organized to present the latest additions to Google's Pixel portfolio of devices, successful Brooklyn, New York, U.S., August 20, 2025.
Brendan McDermid | Reuters
While Google made a large splash with its Pixel 10 bid of smartphones, it was the bundle features that were strategically important for the tech giant's bid to vie with players similar OpenAI and Perplexity successful user AI.
As it introduced its latest devices connected Wednesday, Alphabet-owned Google showed disconnected a slew of artificial quality features that are powered by the firm's Gemini AI models. "Magic Cue," for example, tin scour assorted apps for accusation and present it to users erstwhile required. "Camera Coach" tin springiness users tips connected however to set framing and different aspects of a representation for the cleanable shot. Live translation for telephone calls is besides available.
All of this gives a glimpse into the alleged "agentic AI" aboriginal that tech giants are hoping to reach, wherever super-smart AI assistants tin transportation retired analyzable tasks.
It is simply a pivotal clip for Google to travel up with answers, arsenic fears equine that users and gross from its halfway hunt merchandise could beryllium eroded arsenic much radical crook to rivals similar Perplexity and OpenAI's ChatGPT.
Before Google lies a unsocial accidental — the institution develops Android, the operating strategy that is installed crossed much than 3 cardinal devices globally, galore of which are smartphones.
"The institution is leapfrogging rivals similar OpenAI and DeepSeek by leveraging its entree to billions of Android users, enabling a much effectual distribution, integration, and a wider scope of usage cases for Gemini astatine scale," Neil Shah, spouse astatine Counterpoint Research, told CNBC.
Ben Wood, chief expert astatine CCS Insight, said the smartphone is the "most pervasive user instrumentality connected the planet" and that Google present has an "opportunity to get radical hooked connected Gemini."
Google doesn't request to merchantability a precocious measurement of Pixel phones to find AI occurrence with consumers. In fact, Pixel had conscionable a 0.3% stock of the planetary smartphone marketplace successful the archetypal fractional of the year, compared to 23% for Samsung and 11.8% for Apple, according to the International Data Corporation.
But Google's purpose with its smartphones is to amusement disconnected the champion that Android has to connection successful presumption of bundle and AI. At that point, Android licensers, which see the likes of Samsung and Xiaomi, whitethorn follow immoderate of those features connected their caller handsets.
This rhythm would successful crook dispersed Google's Gemini and AI tools to much users.
"This monolithic idiosyncratic basal creates a "flywheel effect" of adoption, usage, and feedback, further solidifying Gemini's presumption arsenic a maestro cause connected the astir wide utilized instrumentality connected the planet—the smartphone," Shah said.
The timing is besides advantageous due to the fact that of struggles astatine rival Apple. The Cupertino giant's deficiency of AI strategy has acrophobic investors, with the iPhone showing precise fewer features compared to Google's offerings.
"Google has their tails up due to the fact that Apple has dropped the ball. When Apple gets AI close it volition beryllium a fantastic experience. But close now, Google and each Android licensees person a model of opportunity," Wood said.
Yet portion determination is present a onshore drawback for users betwixt large AI players, questions inactive linger implicit however Google volition yet monetize its AI services.
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