Even before the introduction of generative AI, it was clear that Google Assistant was going backwards. Google is entering the “Gemini era,” but what’s next for Assistant?
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At its peak, the Assistant was the connecting tissue between Google products. My favorite example is that the Pixel 3’s technical specifications page lists “Google Assistant” under “Operating System.” Later, on the screen of the phone he appeared a driving assistant mode, which replaced Android Auto, but this failed.
By around 2021, and certainly by 2022, it was clear that Assistant was no longer a big priority for Google. Google specifically was rolling back the Assistant experience outside of core voice competencies. This included a driving mode dashboard and snapshot feed, as well as a “Memory” surface that enhances reminders and content storage on Android.
What is Google Assistant today?
When it comes to Android smartphones, Gemini dominates and is clearly what the company is focusing on. It’s interesting how Google explains the difference.
- Gemini, Google’s experimental Al-powered assistant, helps you find creative inspiration and increase productivity
- Google Assistant is a voice-transferring conversation helper that you can use to get tasks done.
That said, there’s still plenty of Assistant-branded experiences to explore. Google’s list includes:
- If you want to get information and updates from At a Glance.
- When you use your microphone in the search bar in the Google Maps app, when you enable Google Assistant while navigating, such as by tapping the on-screen microphone or saying “Ok Google,” and when you use Google Assistant’s driving mode. When you’re there.
- When you connect your phone to your car display and access Google Assistant from Android Auto.
- When using the microphone in the Waze app’s search bar and when using the Waze app in the foreground to activate Google Assistant.
- When using Assistant voice input with Gboard.
- When you receive an Android notification from your Google Assistant device.
Looking at other form factors, there are signs that Gemini is coming, but this is still the primary way to interact with Google Assistant headphones. Wear OS, Android Auto, Automotive, smart displays, and speakers also have assistants.
Is Google Assistant always present?
When “Assistant with Bard” was announced with the Pixel 8 in October, I would have said that Google Assistant was here to stay as the audio and visual interface that people actually interact with. The phrase “with Bard” suggests that Google views generative AI as an addition to the Assistant, rather than a full replacement for it.
Once everything was fully integrated, they should have dropped the “with Bard” distinction and just offered “Google Assistant.” This is a timeless name to me. This approach would have allowed the assistant to maintain areas of excellence.
The analogy that comes to mind is that the Assistant is a car and Bird is a new engine for overhauling key use cases.
After the Gemini rebrand, I’m not sure anymore. It seems like Google is building an entirely new vehicle from scratch. The result is missing functionality, unexpected changes, and user frustration.
This is a takeover that is history repeating itself, solidifying the position of “Google Assistant” as a kind of sub-brand of Google’s voice capabilities, which may not last long in this world.
If Google were to replace Assistant with Gemini, it would be a very long transition that would require painstakingly replicating the Assistant in every form factor while ensuring feature parity. Even a completely optional transition on a mobile phone is a pretty rough job, and it’s not a promising start.
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