In recent months, Google has been actively revamping its voice assistant offerings, improving its user experience, and expanding its capabilities. A key development in this effort is the potential rebranding of Google Assistant, which could be renamed “Gemini.”
This move could signify a significant transformation for the virtual assistant and give it a distinct identity, shedding the somewhat generic “Google Assistant” moniker. The rebranding aligns with Google’s intention to enhance the functionality of its voice assistant and compete more effectively in the market.
Rebranding for identity and clarity
Google Assistant has long been regarded as a robust voice assistant but has sometimes struggled to distinguish itself from competitors like Amazon’s Alexa and Apple’s Siri. The name “Google Assistant” lacks the personality and distinctiveness associated with other virtual assistants.
Furthermore, the wake phrase, requiring users to say “OK Google” or “Hey Google,” does not include the bot’s actual name, potentially causing confusion.
The proposed renaming of Google Assistant to “Gemini” could provide the virtual assistant with a fresh and unique identity. It aligns with the growing trend of virtual assistants having distinct personalities, such as Alexa and Siri.
Gemini could gain more independence and appeal as a standalone digital helper by shedding the Google branding.
Google’s potential challenges in adoption
Changing the name of a well-established product like Google Assistant comes with challenges, particularly when it involves modifying user behavior related to wake phrases. Users have grown accustomed to saying “OK Google” or “Hey Google” to activate the assistant, and transitioning to a new wake phrase may require time and effort.
“Gemini” may also introduce confusion, as it is the name of Google’s GPT-4 alternative large language model (LLM). The LLM has various iterations, such as Gemini Nano, Pro, and Ultra, adding complexity to the naming scheme. Repurposing the name of a consumer-facing product could lead to misunderstandings among users.
At the Pixel 8 series launch, Google announced an upcoming version of Google Assistant enhanced with generative AI called “Assistant with Bard.” This name, however, was met with mixed reactions due to its lack of fluidity. Subsequently, Google has been considering alternatives, with “Gemini” emerging as a strong contender.
The potential rebranding of Assistant as Gemini could coincide with the release of an improved version of the virtual assistant, empowered by Google’s advanced large language model. This revamped Assistant supercharged with generative AI, may offer a wide range of capabilities that set it apart from its predecessor. The new name would help differentiate between the old and the enhanced Assistant, streamlining the user experience.
Gemini vs. Bard advanced: Avoiding confusion
Google’s plans also include introducing a paid version of Bard, named “Bard Advanced.” Renaming this premium offering to “Gemini Advanced” might confuse users, as it could be associated with the LLM’s different iterations (Nano, Pro, Ultra). Maintaining clarity in product names will be crucial for user adoption and understanding.
In recent months, Google Assistant has faced challenges, including service fragmentation, unreliable voice recognition, and inconsistent responses. Google’s decision to prioritize quality over quantity has removed some less-used Assistant features. These changes suggest that the company is preparing for a significant transformation with the Gemini rebranding.
While Google Assistant may have lost some ground to competitors, the potential rebranding as “Gemini” represents a new beginning. With advanced generative AI capabilities and a unique identity, Gemini could propel Google’s voice assistant into the limelight, offering users a more compelling and distinctive virtual helper.
