They tried so hard to be in the media over the last year that it was almost cringe. Given that most of their money is coming from advertising I would think they have an existential crisis to make sure folks are using their products and the ecosystem.
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This is a wild take. Goog is incredibly well positioned to make the best of this AI push, whatever the future holds.
If it goes to the moon, they are up there, with their own hardware, tons of data, and lots of innovations (huge usable context, research towards continuous learning w/ titans and the other one, true multimodal stuff, etc).
If it plateaus, they are already integrating into lots of products, and some of them will stick (office, personal, notebooklm, coding-ish, etc.) Again, they are "self sustainable" on both hardware and data, so they'll be fine even if this thing plateaus (I don't think it will, but anyway).
To see this year as a failure for google is ... a wild take. No idea what you're on about. They've been tearing it for the past 6 months, and gemini3 is an insane pair of models (flash is at or above gpt5 at 1/3 pricing). And it seems that -flash is a separate architecture in itself, so no cheeky distillation here. Again, innovations all over the place.
Just the fact that they managed to dodge Nvidia and launch a SOTA model with their own TPU's for training/inference is a big deal, and takes a lot of resources and expertise not all competitors have in-house. I suspect that decision will continue to pay dividends for them.
As long as there is competition in LLM's, Google will now be towards the front of the pack. They have everything they need to be competitive.
So I don’t doubt they’ve done well with LLMs, but when it comes to research what matters is long term bets. The only nice thing I can glean is they’re still investing in Quantum (although that too is a bit hype-y).
Imagine if they add ads into the responses, who will use it then?
There’s absolutely been a lot of focus on LLMs, but they simply work very well at a lot of things.
That said, Carbon (C++ successor) is an active experimental (open source) project. Fuchsia (operating system, also open) is shipping to consumer products today. Non-LLM AI research capabilities were delivered at a level I’m not sure is matched by any other frontier lab? Hardware (TPUs, opentitan, etc). Beam is mind-blowing and IMO such a sleeper that I can’t wait for people to try.
So whilst LLMs certainly take the limelight, Google is still working on new languages, operating systems, ground-up silicon etc. few (if any?) companies are doing that.