In early 2023, Google was preparing to launch its competitor to OpenAI’s ChatGPT, months after the groundbreaking chatbot was released. The search giant had been testing generative AI software internally for several months but faced challenges as multiple models emerged from different divisions within the company, all vying for attention.
Despite efforts to find a singular competitor to OpenAI’s GPT-4, Google was unable to launch a viable product. The company was forced to postpone its plans and released a less sophisticated chatbot called Bard in the meantime. When Google finally launched its finished product, Gemini, nearly a year later, it was met with criticism due to flaws in image generation that CEO Sundar Pichai deemed “completely unacceptable.”
The delayed release of Gemini and its lukewarm reception highlighted Google’s struggles to maintain its lead in generative AI technology. While the company played a significant role in creating the technology, it has faced challenges in adapting to the rapidly evolving landscape.
In contrast, rival Microsoft made strategic moves by partnering with OpenAI and incorporating AI-powered services into its products. This shift has propelled Microsoft to the position of the world’s most valuable company, leaving Google in a precarious position.
Despite setbacks, Google is making efforts to regain ground in the generative AI space. Gemini, although initially flawed, has been well-received as a worthy rival to ChatGPT and a unified platform for Google’s services. The company is also reportedly exploring the introduction of premium generative AI services in its search engine, signaling a departure from its ad-based revenue model.
However, internal challenges such as organizational fragmentation and lack of clear leadership have hindered Google’s efforts to capitalize on generative AI. Employees describe the company as a series of fiefdoms, with divisions working independently rather than collaboratively. The lack of a cohesive strategy for implementing generative AI across Google’s products has further complicated its efforts to innovate in the space.
As CEO Sundar Pichai acknowledges the company’s struggles, Google faces mounting pressure to accelerate its AI product launches and strategy. With generative AI poised to reshape the online information landscape, Google must overcome internal obstacles and external competition to maintain its position as a technology leader.