Brin retired in December 2019 however returned to the corporate final yr to steer a light-weight brigade of over 300 engineers, all of whom are charging at OpenAI’s GPT fashions, Google’s major rival in a excessive stakes battle. OpenAI’s GPT fashions are disrupting the best way folks search, posing an existential menace to Alphabet Inc., Google’s father or mother firm.
Brin is spearheading the event of Gemini, Google’s suite of foundational AI fashions. Gemini’s success, or failure, would affect two main areas inside Alphabet—Search, and the nascent area of video era.
For one, Search at the moment accounts for 56% of Alphabet’s annual income of $350 billion. Search can also be a matter of private delight for Brin and Larry Web page, Google’s second founder. Giving up its market dominance in Search means letting go of the duo’s legacy—their total life’s work.
Alongside Search, Brin was additionally involved about Sora, OpenAI’s video era mannequin. Final yr, Google briefly showcased Veo, its video-generating foundational mannequin. Nevertheless, the market discovered Veo to be an effort from Google to catch-up with OpenAI.
“This prompted Brin’s efforts to create Google Circulate this yr and launch the AI subscription plans—all part of his efforts to point out that Google, the truth is, remains to be the behemoth so far as Massive Tech is anxious,” stated a senior govt engaged on the combination of AI in Google’s cloud choices. He didn’t need to be recognized.
At I/O 2025, an annual developer convention held in Might this yr, Google launched Circulate, a video era and enhancing platform that lets customers create movies with dialogue and background music, without having any digicam, audio and enhancing setup in any respect.
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A second govt, who additionally didn’t need to be recognized, stated that a lot of Google’s AI showcase on the convention was pushed by what Brin’s staff has been as much as.
“The core job that Brin is main proper now’s to show that Google isn’t following OpenAI’s lead in AI—it is able to lead innovation for others to observe. Final yr, bulletins that Google made had been all both work in progress, or an iteration of what OpenAI had already showcased. This yr, we’ve largely undone that,” the chief, who works with Google’s worldwide developer relations groups, stated.
A legacy in danger
A lot of Google’s success, up to now, lies within the ‘PageRank’ algorithm that made Search the worldwide behemoth that it’s in the present day. Whereas the algorithm’s patent is owned by Stanford College—Brin’s alma mater—he, together with Web page, had been those who invented it.
After failing to promote its algorithm to then-market chief Yahoo twice between 1998 and 2002, Google went on to steer the market globally. In 2021, Yahoo was offered to funding fund Apollo International Administration at $4.88 billion. Alphabet, in 2024, generated $350 billion in annual income.
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Web page, to make certain, is now not concerned with Google’s on a regular basis operations, though he retains a board seat. As an alternative, Web page is specializing in a brand new AI enterprise, Dynatomics, which seeks to make use of generative AI to automate design-led manufacturing of merchandise.
In June 2017, a Stanford College analysis paper titled ‘Consideration is all you want’, gave start to the know-how behind the transformer mannequin, the elemental structure that underpins ‘foundational’ fashions. These fashions, educated on huge troves of information, in the present day crossing trillions, intention to know, assume, calculate and really feel like people. This paper, and the research behind it, was funded by Google.
However Google basically squandered a know-how that it believes it ought to rightfully lead.
In November 2022, OpenAI—nonetheless not well-known again then—launched ChatGPT, taking the world by storm and inflicting futurists to foretell the doom of human jobs the best way we all know it in the present day. Others predicted the nascent know-how to have spurred into motion an ‘AI revolution’, a seismic shift within the socio-economic stability akin to the economic revolution of the 18th century.
In June 2017, a Stanford College analysis paper titled ‘Consideration is all you want’, gave start to the know-how behind the transformer mannequin. This research was funded by Google. However the firm squandered a know-how it ought to rightfully lead.
Alongside OpenAI’s shortcut to world stardom, different massive tech corporations began cashing in on the AI overload. Microsoft was the primary to pounce on the chance, investing practically $14 billion in OpenAI and placing varied types of unique partnerships. Meta went the open-source approach, showing as a shock early mover with its Llama household of foundational AI fashions. By December 2024, Amazon had introduced its family of ‘Nova’ foundational AI fashions, though amongst Massive Tech corporations, its direct publicity to AI’s algorithmic excellence was the least (Amazon earns its core income from e-commerce and cloud providers).
Other than Google, solely Apple has up to now come off worse. The latter’s implementation of AI is but to see any response of enthusiasm from its prospects—and analysts stay sceptical about its capability to maintain up with the Massive Tech fellows.
Too massive, too sluggish
Analysts state that a lot of Google’s sluggish begin in generative AI is attributable to the corporate’s approach of functioning. Jayanth N. Kolla, cofounder and associate at consultancy agency Convergence Catalyst, stated that at one level, there have been considerations internally inside senior Google workers that the corporate was changing into like IBM. “Too massive for its personal good, too complacent, and too sluggish to maneuver on something,” he stated.
In 2023, Google shared an inside observe following the hype and surge of ChatGPT and OpenAI, asking all its workers to make use of its inside generative AI platform as a lot as doable.
“The thought was to maximise the utilization hours and mine as a lot knowledge as doable to convey it as much as a sure scale,” stated a 3rd govt who’s with Google’s software program engineering groups. “Bard and PaLM (the precursors to Gemini), nonetheless, underperformed, which spurred Brin to begin taking rising curiosity in Google’s AI progress,” the chief added.
Brin, who turns 52 this August, isn’t being strictly shy about his function. At I/O 2025, he made a shock look at a hearth chat with DeepMind chief and Nobel laureate Demis Hassabis.
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DeepMind, an AI analysis laboratory, is a subsidiary of Alphabet.
Talking about why he got here out of retirement, Brin stated, “As a pc scientist, it’s a really distinctive time in historical past. Actually, anybody who’s a pc scientist shouldn’t be retired proper now, and be engaged on AI.” He added that he intends to make Gemini “the world’s first AGI, earlier than 2030.”
AGI stands for synthetic common intelligence, which is loosely outlined as an algorithm that mimics the functioning of the human mind, able to structuring randomized thought, emotion and empathy—qualities that machines lack.
Google showcased greater than 16 new merchandise and launches at I/O 2025. The record contains its foundational mannequin’s new reasoning capabilities; a 3D video conferencing platform referred to as Google Beam; an always-on model of Gemini Reside; a manufacturing variant of Mission Astra, a multi-modal, all-purpose AI assistant, and Android XR, a brand new platform for wearable units.
The headlines, nonetheless, had been made by Search introducing a brand new ‘AI mode’, showcasing for the primary time a chat-based interface that adjustments the best way Google’s search engine has labored since being integrated in 1998.
Beating OpenAI
Insiders Mint spoke to stated that over the previous 12 months, Brin has a single-minded focus—beating OpenAI. A fourth govt engaged on product administration at Google stated that the transformer mannequin “must be rightfully our space of experience and management.”
Since 2024, Brin has additionally been displaying up personally at I/O—coming into product demos with no prior warning to test on viewers suggestions.
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Executives and analysts imagine that Brin’s urgency lies in Google’s personal historical past. In flip, the chief’s return has had a serious function in shifting the corporate’s focus—and channeling its focus.
“Sergey has been again since 2023. He’s been at work every single day targeted on AI and Gemini. One other key participant is Peter Danenberg who’s the godfather of Gemini. Normally, the existential menace from Microsoft and Open AI galvanized the whole lot of Google to give attention to AI,” stated Ray ‘R’ Wang, chief govt of US-based tech consulting agency Constellation Analysis.
Busy Pichai
Brin is bringing unfazed focus to Gemini, Search and Veo, as Sundar Pichai, the CEO of Google and Alphabet, has a number of areas to give attention to—lawsuits, world companies, authorities relations, cloud, Android and extra, the primary govt cited above stated.
“In the long term, Google foresees its capability to make use of video era as a platform to rope in advertisers worldwide, and ultimately, set up market dominance on this discipline,” he added.
Pichai, for the longest time period, has been seen as a conservative chief, steering Google’s ship with “one eye on the rear-view mirror,” stated an analyst who didn’t need to be recognized.
“For Brin, that’s too protected a stance at a time when Silicon Valley goes to conflict with one another over AI dominance. Plus, Pichai has an excessive amount of to cope with. Brin’s view is that AI in the present day wants undivided consideration and he’s clearly proper, as Google’s spate of product launches and share value motion reveals,” the analyst added.
Previously yr, the corporate’s shares are down over 6%, in comparison with Microsoft’s rise of practically 10%.
Whereas there isn’t a indication that Pichai, who will full 10 years because the CEO of Google this August (he took over as Alphabet’s chief in December 2019), is on his approach out, the management directives appear to be clearly divided.
Google didn’t reply to Mint’s request for a touch upon Brin’s current involvements.
Narrowing hole?
Brin’s work could also be displaying early outcomes.
At a pre-keynote session with journalists in the course of the developer convention, chief govt Pichai stated that the Gemini developer platform at the moment had over seven million builders utilizing its code to create AI functions. That is vital as a result of as of this yr, OpenAI’s official statistics pegs its outreach at round three million builders.
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Earlier this yr, at an antitrust lawsuit in a US court docket, Google conceded that whereas its developer depend is larger than OpenAI’s, the latter remains to be outpacing Google in its month-to-month energetic customers depend. As per filings, OpenAI’s ChatGPT platform had over 600 million month-to-month energetic customers, to Gemini’s 350 million. Gemini’s numbers, although, are an enormous enchancment—a yr in the past, ChatGPT had 400 million month-to-month energetic customers, compared to Gemini’s 9 million.
Some analysts do imagine that the tide is popping.
“Google is clearly within the lead for AI proper now. Nevertheless, search and advertisements and mass personalization is about to grow to be extra focused, extra actionable, and extra clever. AI native firms will disrupt current firms, as a result of intelligence (in enterprise methods) is doubling each seven months—and these AI native firms ship on exponential effectivity,” Constellation’s Wang stated.
Phil Fersht, chief govt of New York-based tech evaluation agency HFS Analysis, stated that Google is “sitting in an unbelievable place to win the enterprise AI conflict—if it could possibly get its enterprise mannequin proper.”
“Internet-net, the agency must be ready to cannibalize half of its legacy search enterprise and insert Gemini onto as many enterprises and particular person customers as doable. It has the sources, expertise, and consumer base to tackle OpenAI, Microsoft and Anthropic,” he stated.
Velocity wins
GenAI startups equivalent to OpenAI, Anthropic and Perplexity are identified to maneuver quick. They deploy options tremendous fast, attain out to builders and serve a broad number of AI use instances. Google, in distinction, is seen to be slower, like Kolla of Convergence Catalyst hinted.
Pichai, talking with journalists a day forward of I/O 2025, underlined a brand new approach of working—with pace.
“Sometimes, we don’t make bulletins main as much as our massive day at I/O annually, however this time it’s completely different. Proper now, we’re launching merchandise in very frequent intervals, and making technological progress at a speedy tempo like by no means earlier than,” he stated.
Then, at a post-event chat, Pichai reiterated that Google is now making AI bulletins to the world “inside an hour or two” of the DeepMind staff showcasing the newest developments in Gemini.
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“Ultimately, agility and enchantment to builders will play the most important function,” stated Kashyap Kompella, founding father of tech consultancy and analysis agency RPA2AI Analysis. “There’s no denying that its rivals are transferring quick, and there are clear indications throughout the business that Google’s AI merchandise should not the primary selection for builders and end-users,” he added.
The hope is that Brin’s startup-style method, coupled with Google’s inherent energy garnered over nearly three many years, might be the corporate’s trump card, says Thomas Reuner, principal analyst at UK-based tech consultancy agency PAC.
“Brin may assist shore up Google’s promoting enterprise within the quick time period, however its largest strategic property are threefold: the huge knowledge property from the search enterprise, knowledge integration at scale and the distinctive IP of DeepMind,” he stated. “Given the market noise round generative and agentic AI, these property don’t all the time make the headlines however present the moat that so many startups are missing,” he added.
Sitting in that satellite tv for pc workplace in Mountain View, Brin could also be hoping that this moat might firmly set up Gemini, akin to his PageRank second 29 years in the past.
