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Google worried its Workspace AI tools trailed rivals, leaked docs show

Dec 10, 2024 - businessinsider.com
Internal documents reveal that Google's AI Workspace product, Gemini, is lagging behind competitors like Microsoft, OpenAI, and Apple in brand familiarity and usage. Despite Google's significant investment in AI, the Gemini tools for Workspace, which integrate AI features into Gmail, Docs, and Google Meet, are not meeting expectations. The data, which tracked brand strength in the first half of 2024, showed Gemini trailing in key markets, particularly in the US, where it scored lower in familiarity, consideration, usage, and paid usage compared to rivals. However, Gemini performed better in Brazil and India, surpassing Microsoft's Copilot in several categories.

Google acknowledges the challenges but claims recent improvements in brand awareness and user feedback. The company is optimistic about future growth, especially with a strong Q4 potentially boosting its position in 2025. The Workspace group has undergone leadership changes, with Jerry Dischler now leading after the departure of previous executives. Despite the struggles, Google remains focused on enhancing Gemini's market presence and addressing the competitive landscape.

Key takeaways:

  • Google's AI Workspace product, Gemini, is lagging behind competitors like Microsoft, OpenAI, and Apple in brand familiarity and usage, according to internal documents.
  • Despite the initial challenges, Google claims to have made significant gains in familiarity, future consideration, and usage since the brand transition from "Duet AI" to "Gemini."
  • Gemini for Workspace performs better in markets like Brazil and India compared to established markets, where it trails behind competitors.
  • Google's Workspace group has undergone leadership changes, with Jerry Dischler now leading the group after recent departures of key executives.
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