On Tuesday, Alphabet’s Google unveiled new Pixel smartphones with advanced AI integrations, racing to enhance its hardware with AI.
The event at Alphabet’s Bay View campus breaks Google’s tradition of launching Pixel phones every autumn since October 2016.
Google’s early timing aims to match rivals in AI features, ahead of Apple’s new iPhone launch in September.
In June, Apple introduced upgrades, including “Apple Intelligence” with generative AI features and ChatGPT integration, enhancing its devices.
“We’ve seen a lot of AI announcements in a short burst of time as of late. I don’t think you want to sit on it too long if you’re Google,” said IDC analyst Linn Huang.
On Tuesday, new AI features were announced: a Pixel-only tool for searching screenshots and Gemini, Google’s chatbot, as an app overlay.
“There have been so many promises, so many coming soons, and not enough real-world helpfulness when it comes to AI, which is why today we’re getting real,” said Rick Osterloh, Google’s senior vice president of devices and services. “We’re fully in the Gemini era.”
Employees demonstrated new Gemini features like voice conversations, but cross-referencing a concert poster with the calendar took multiple attempts.
The Pixel 9 with a 6.3-inch display starts at $799, $100 more than the previous model.
A company spokesperson said both the Pixel 9 Pro XL and this will start shipping later in August.
The Pixel 9 Pro with an enhanced camera and the Pixel 9 Pro Fold will both ship in September.
The new gadgets will be available for pre-order on Tuesday.
Google holds under 1% of global smartphone shipments, trailing Samsung’s 18.9% and Apple’s 15.8%, due to fewer markets and premium focus.
In the U.S., Google ranks as the fourth-largest smartphone maker with a 4.5% market share, according to IDC.
However, the Pixel line helps Google showcase advancements and boost the developer ecosystem around its Android OS, used by manufacturers like Samsung.
Android is one of Google’s key fronts in embedding AI; in May, they introduced upgrades to core products like search.
The company’s engineers redesigned the Pixel’s exterior, adding camera upgrades and Google’s new Tensor G4 chip.
Google also announced updated versions of its Pixel Watch 3 and Pixel Buds Pro 2 wireless earbuds on Tuesday.
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