On Tuesday, Alphabet’s Google introduced a new range of Pixel smartphones with enhanced integrations of its artificial intelligence technology, demonstrating its commitment to incorporating AI into its hardware offerings.

These advancements include a unique Pixel-exclusive feature that enables users to search for information within screenshots, enhancing productivity and efficiency. Additionally, Android users now have the ability to access Gemini, Google’s chatbot, as an overlay on top of other applications, providing real-time assistance in answering questions or generating content.

"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," he told engineers, executives, analysts and media attending the bigger-than-usual event at Alphabet's Bay View campus in Mountain View, California.

The event deviated from a customary practice: the most recent versions of the Pixel smartphones were unveiled during the summer season, in contrast to the autumn timeframe that Google had adhered to for every iteration of the device since Its initial launch in 2016.

"I've been to a lot of Google events and not only was this one of the most elaborate, but it was one of the most complete," said Avi Greengart, lead analyst at Techsponential. He said Google demonstrated that it was at the forefront of AI.

Google’s recent move to introduce AI features into its consumer products is a strategic response to the competitive landscape, particularly in anticipation of Apple’s upcoming iPhone launch in September.

In June, Apple announced significant upgrades to its devices, including the latest iPhones, featuring “Apple Intelligence,” a range of generative AI-powered capabilities within native applications, and integration with ChatGPT, the chatbot developed by Microsoft-backed OpenAI.

During a recent showcase, Google employees demonstrated several live demos of new Gemini functions, including a voice conversation feature.

However, an attempt to use Gemini to cross-reference a concert poster image with the calendar app required multiple attempts and two devices to achieve success.

The Pixel 9 series, comprising the 6.3-inch display model and the 6.8-inch Pixel 9 Pro XL, will be available for pre-order on Tuesday. The base model is priced at $799, a $100 increase from its predecessor.

Both models will start shipping in late August, while the Pixel 9 Pro, offering enhanced camera features, and the foldable Pixel 9 Pro Fold will be available in September.

'MANAGE MY LIFE BETTER'

"The two things that (consumers are) looking at AI to do right now is organization — and that's across communications, across calendaring, basically manage my life better than I can — and then the other thing is content creation," said IDC analyst Linn Huang. "I think Google nailed both."

Google’s market share in global smartphone shipments remains below 1% as of Q2 2024, according to IDC. This places the company significantly behind Samsung (18.9% market share) and Apple (15.8% market share). Google’s limited market penetration and focus on higher-end price segments contribute to this disparity.

In the United States, Google ranks as the fourth-largest smartphone manufacturer with a 4.5% market share.

The Pixel product line serves as a platform for Google to showcase advancements and drive innovation within the Android operating system ecosystem. Android enjoys a dominant position globally, with over 80% of smartphones running on it.

Google actively engages in competitive efforts to integrate AI into consumer-friendly applications across various fronts. In May, the company introduced significant upgrades to its core products, including the search engine.

Google’s engineers have redesigned the Pixel’s exterior and included camera upgrades as well as Google’s new Tensor G4 chip.

Google announced new versions of its smartwatch, the Pixel Watch 3, and Pixel Buds Pro 2 wireless earbuds on Tuesday as well.

Google also added a “Loss of Pulse” feature to the new Pixel Watch. The feature uses algorithms to determine whether a user’s heart has stopped and can contact emergency services. The feature will be available in the United Kingdom and the European Union.

Also on Tuesday, Google and Peloton, the fitness company known for its stationary bike, announced a content partnership in which subscribers to Google’s Fitbit Premium service would gain access to a library of Peloton’s training classes.