Currently, Google is prioritizing its AI initiatives, particularly Gemini – a large-scale language model equipped with a multimodal and user-focused chatbot known as Bard. This chatbot, Bard, has been steadily evolving, recently gaining support for graphics. However, Google’s focus on Gemini has resulted in the neglect of its voice Assistant, leading to a slow decline in reliability and visibility. Despite this, in recent months, Google has shown renewed interest in enhancing the Assistant’s functionality. Of particular interest is the potential renaming of Google Assistant merged with Bard as ‘Gemini’, marking a significant development for the Assistant. The name ‘Google Assistant’ lacks the personality associated with its counterparts such as Alexa and Siri, hindering its ability to establish a relatable persona.
Another critical point to consider is the way users interact with the Assistant. Unlike other voice assistants like Alexa, Bixby, and Siri, Google Assistant requires specific activation phrases such as ‘OK Google’ or ‘Hey Google’, lacking the personalized appeal inherent in other names. This places the branding of Google at the forefront, overshadowing the Assistant’s individual identity. If Google proceeds with rebranding the Assistant, it could potentially lose its association with the parent brand and develop its own distinct personality. The proposed name change to ‘Gemini’ has been under consideration for some time, and while originally challenging to pronounce, it could mark a significant rebranding effort.
The decision to rename a popular product requires careful consideration, particularly with a product as widely used as the Assistant. However, with the introduction of a more advanced version of the Assistant leveraging Google’s LLM capabilities, now might be the ideal time for a rebrand. This new iteration of the Assistant can offer enhanced capabilities on mobile devices and Nest speakers, potentially establishing itself as a distinct entity without necessitating a complete name change. Despite this, the name ‘Gemini’ presents its own challenges, as it is the name of Google’s GPT-4 LLM alternative, potentially leading to confusion among consumers. Additionally, as Google plans to introduce a paid version of Bard known as Bard Advanced, rebranding it as ‘Gemini Advanced’ could further complicate matters.
There is no denying that Google Assistant is in need of attention, evidenced by its declining functionality and reliability in recent months. Google’s decision to refocus its efforts on volume has led to the neglect of certain Assistant features. Whether these actions are in preparation for the transformation with Gemini remains to be seen. The neglect of the Assistant has prompted users to seek alternative options, underscoring the need for comprehensive updates to restore its former reputation.
