Google’s Gemini has a branding problem, and so does the rest of AI
techcrunch ·
Google's latest Gemini announcement promotes new voice features, but its own branding of separate features like Spark and Daily Brief undermines that message. Daily Brief can feel creepy by resurfacing prior Google searches, while Spark is useful yet needlessly presented as a standalone brand. The wider AI industry similarly forces users to learn distinct modes, such as Claude's Chat versus Cowork or ChatGPT's Chat versus Work, which makes AI feel unnatural. Apple's Siri approach may win because it enhances existing apps and features without requiring users to adopt new interfaces. The rise of text-based AI services like Poke and Ollie shows that simple, familiar interfaces like texting are appealing. As an investor noted, people want a contact they can text like a friend, with iMessage as the gold standard.
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