This week at the Google I/O 2023 conference, executives unveiled an extensive lineup of new AI technologies, creating a whirlwind of confusion among attendees and tech enthusiasts alike. From the enigmatic names like Deep Think and Deep Search to subscription services like Google AI Pro (formerly known as Gemini Advanced) and the new AI Ultra plan, it's clear that Google's product naming conventions have spiraled into chaos.
Google's latest offerings include the revamped Gemini in Chrome, which operates distinctly from the AI Mode in search. The company also rebranded Project Starline to Google Beam, introducing additional terms like Gems and Jules, Astra and Aura. The overwhelming number of overlapping products with convoluted names leads many to plead with Google for a return to clarity in its product line. Without this clarity, the risk of losing track of innovations like DeepMind and its capabilities increases exponentially.
To add to the confusion, Google's initial attempt at naming its AI chatbot was Bard, a choice that emerged during the Great Chatbot Rush of 2023—a time when competitors like OpenAI were launching ChatGPT. Realizing the misstep, Google pivoted to the name Gemini and integrated the Duet functionality. However, the recent announcements at Google I/O make it apparent that the naming conventions have once again spiraled out of control.
Among the significant announcements was Gemini 2.5 Pro Deep Think, a powerful tool designed to tackle complex mathematical and coding challenges, developed by DeepMind, Google's AI research arm. Additionally, Deep Search is set to become part of the new AI Mode in Google Search, while Search Live allows users to engage with their surroundings by pointing a camera at objects and asking questions. However, confusion arises as Gemini Live serves a similar purpose, leading to a muddled understanding of these technologies.
Google continues to expand its AI toolkit with products like Veo, an image-generation model, and Flow, an AI video editing tool. There's also Flow TV, where users can watch AI-generated videos created by others. Adding to the mix are Vertex, Lyria, and Imagen, which might evoke memories of baby names from years past rather than cutting-edge technology.
Within the realm of multimodal AI assistants, Google introduces various iterations of Gemini and Project Astra, both of which aim to enhance user interaction but come with their own sets of confusion. Additionally, Project Mariner adds to the perplexity, especially when demonstrated by purchasing tickets for a Cincinnati Reds game, which could confuse Seattle Mariners fans.
Despite the chaos, it’s essential to acknowledge the challenges Google faces in developing and marketing these emerging technologies. CEO Sundar Pichai described the pace of new product releases as “relentless,” reflecting the pressure from competitors like OpenAI and Meta, as well as shareholders demanding rapid progress in AI features. This urgency may leave little room for thoughtful naming strategies, leading to a situation where multiple teams work on similar technologies without sufficient communication.
As a result, Google has launched numerous chat applications with slightly different features and names, creating a convoluted landscape for consumers. With such a recognizable brand like Google—often synonymous with searching for information—one would expect a more streamlined approach to product naming. However, as I sift through press releases detailing new AI features, I find myself questioning what belongs to Gemini, the purpose of Project Mariner, and how Astra relates to Lens. In this tech-savvy age, it seems the simplest solution is still to just Google it.
