Google is currently preparing to showcase its latest developments in artificial intelligence (AI) technology at its largest developer conference, I/O, which will take place on May 14th. To demonstrate the role of AI in its products, Sundar Pichai, CEO of Alphabet, will host the conference later this year at the Shoreline Amphitheater in Mountain View, California. 

Focus on generative AI technology 

Artificial intelligence will open a new chapter at this high-level conference, and Google's progress in generative AI technology will be one of the highlights. Analysts expect Pichai to delve into how AI can improve the customer experience across all of Google's products and become the core of its ecosystem.

Analysts predict that Google will use its generative AI capabilities as a catalyst to enhance its services and position its AI model, Gemini, as a major catalyst. Assuming that AI will become Google's core business in the coming years, Google's AI acquisitions will demonstrate its commitment to maintaining a technological advantage.

Google's AI strategy has emerged as competition intensifies among tech giants like Microsoft and OpenAI. The latter has made significant strides in AI development. However, Microsoft's GenAi has already established itself as the market leader. In the same race, Google is taking its own path, emphasizing the advantages of its Pixel devices to compete with Apple in terms of ecosystem integration.

Integration of Gemini with Android

One of the highlights of this conference is the integration of Google's AI model, Gemini, the world's most popular mobile operating system, with devices to optimize the user experience. This phase refers to consumer awareness of AI technology and the expansion of human-machine collaboration.

Currently, AI applications in smartphones are quite extensive, and Google's products are an example of this. This is thanks to the company's collaboration with smartphone manufacturers, especially in the Chinese market. The recently released Pixel 8a from Google, equipped with the company's custom Tensor 3 chip and Gemini Nano model, adopts this strategy of bringing AI capabilities to various consumer devices.

Compared to Apple, which uses proprietary solutions, Google adopts a policy of collaborating with original equipment manufacturers rather than implementing the system directly in its Android operating system. Discussions about when Apple and Google will merge Gemini with their iPhones are ongoing, but both companies are investing heavily in improving AI capabilities and have a firm grip on the majority of the AI market.

Revenue and monetization challenges

Despite Google's significant investments in AI, its future revenue related to AI remains uncertain. More concerns are related to the possibility of AI shaping Google's future advertising, especially when AI-driven features become so powerful that traditional search engines are no longer relevant to people. Google's search business is at the core of its revenue model and is threatened by competitors who have mastered AI technology.

However, as a Google AI embedded product, it will face stricter regulations in terms of AI strategy. The unification of Android and hardware can be seen as the company surpassing previous boundaries and opening the door to AI for all its products. Nevertheless, regulating data and how to monetize AI investments remain major challenges for Google.

The Google I/O conference, cleverly named "Valley of the Future," is the perfect opportunity to showcase the convenience of AI development. Google aims to develop AI systems while developing Android software to secure its position in the ever-changing tech ecosystem. Newly established companies may need time to help them address revenue generation and control new technology ideas. Google's AI competition lens does indeed gather "fog" in the story. The extent to which AI will be fully utilized to shape the company's roadmap and achieve success may be a key determining factor in how Google performs in the competitive environment.