A person holds Google Pixel 10 Pro mobile phones during the 'Made by Google' event, organized to introduce the latest additions to Google's Pixel portfolio of devices, in Brooklyn, New York, U.S., August 20, 2025.
While Google made a big splash with its Pixel 10 series of smartphones, it was the software features that were strategically important for the tech giant's bid to compete with players like OpenAI and Perplexity in consumer AI.
As it introduced its latest devices on Wednesday, Alphabet -owned Google showed off a slew of artificial intelligence features that are powered by the firm's Gemini AI models. "Magic Cue," for example, can scour various apps for information and deliver it to users when required. "Camera Coach" can give users tips on how to adjust framing and other aspects of a picture for the perfect shot. Live translation for phone calls is also available.
All of this gives a glimpse into the so-called "agentic AI" future that tech giants are hoping to reach, where super-smart AI assistants can carry out complex tasks.
It is a pivotal time for Google to come up with answers, as fears mount that users and revenue from its core search product could be eroded as more people turn to rivals like Perplexity and OpenAI's ChatGPT.
Before Google lies a unique opportunity — the company develops Android, the operating system that is installed across more than three billion devices globally, many of which are smartphones.