Here’s how I’d fix Google’s AI branding if I were CEO for a day

According to a recent analysis by Android Authority, Google’s current approach to AI branding has created significant confusion for consumers. The report highlights a disconnect between the underlying technology, known as Gemini, and the various ways Google presents its AI features across its ecosystem of apps and services. The author argues that while the company has unified its model architecture under the Gemini name, the implementation remains fragmented.

The critique centers on the user experience, where individuals are often interacting with Gemini-powered tools that may not be explicitly branded as such, or conversely, are presented with multiple overlapping interfaces. This branding strategy, the author suggests, makes it difficult for the average user to understand exactly what tool they are using and what its capabilities are compared to competitors in the rapidly evolving AI market.

Industry observers have noted that Google faces a challenge in balancing its legacy product names with its new AI-first identity. As the company continues to integrate generative AI into Search, Workspace, and Android, the pressure to maintain a coherent brand narrative grows. The Android Authority piece serves as a case study in the difficulties large technology firms face when pivoting their entire product portfolio toward a single, complex technology stack.