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In the last two years, the frantic rhythm of AI innovation has had the big three cloud players struggling to keep up with each other when it comes to AI skills. At this point, it is quite easy to say that if a cloud seller has a new AI skill, your preferred seller either has it already or will have it in the coming weeks. One would believe that AI is showing new opportunities for the seller to differentiate and take a share from his competitors. But what is really happening is more of a defense game where the equivalence race is to maintain existing customers.
Moving on to Google Cloud next 25 conference a few weeks ago, I was interested in seeing how to differentiate AI bids. I had some hope based on her recent announcements about Agentspace (that I covered here) and the customer experience suite (that I covered here). Both were remarkable that the messages were less for technology and more for the creation of business value and to change the way people work. There were two basic costs from the event. First, market execution is just as important as technology in an extremely assembled market such as AI. Secondly, Google uses some proven but unusual methods to differentiate its innovations.
(Note: Google is my business consulting customer, Moor Insights & Strategy.)
Run well in competitive purchases
The Google Cloud has held the number of revenue-3 in the cloud services for a while, but in the past year it gets a market share from its competitors. It is still possible that Google Cloud could eventually take the position of 2-away from Microsoft Azure. Certainly some of them have to do with technology, but I think the hiring of a new market leadership team and investing more in training and certifications-a reliable plan borrowed from many other established technological players-it also has a lot to do with it. The timetable for these initiatives is good, given the exchange of products based on business value.
Google has also made some smart decisions when it comes to building confidence in customer confidence, such as the 30 -day community to pricing points, along with investment in education and customer services. Google proves that how well you train and care for your customers is an important ingredient for sales and technology maintaining in times of disorder. This may not always have been the case of Google Cloud, but in the next 25, I was convinced that my perception of the company had to be informed.
Providing a diligent AI experience
In terms of technology, Google, like all other AI sellers, gave a complete dish of new innovations at the Marquee event. And there were many AHA moments, including reverse engineering and restarting The magician of Oz. But it was not the technology itself that was amazing. It was the way technology is designed, the way users deal with how solutions are developed.
This does not mean that technology is not good. I would suggest that Google’s basic AI technology is competitive, but only marginally differentiated. On the contrary, what I saw from Google was a deeper degree of business thinking and design than the AI competition. This is something I would say a diligent experience. I believe this is advisable, because a diligent experience is a crucial complement to Google’s investment in improved market execution – not to mention how Google can win new customers while maintaining what it already has. To break this a little more, let’s look at three major announcements related to the developer.
Agentspace represented a well -designed user -based design. Google has been successful when it comes to the AI user experience with other technologies such as Notebooklm. But agentspace is a new type of work interface. For beginners, it is personalized based on the user’s individual profile or other context input. For example, you may be running agents for a particular job. In this case, Agentspace will be able to present other relevant factors and degrade those who do not matter. Also, the UI looks more like a consumer product than something you will usually see in a business. The Agentspace Product Management Team shared that this was a deliberate choice and that they worked with Google’s UI teams to do so. The rationale was that AI adopted AI tend to get their initial introduction to AI from consumers -oriented projects. Therefore, give the user something they can learn more naturally – based on experience and not technical standards.
To help further users’ adoption and commitment, Google has also announced the Kit Developer Kit, which is a set of open source methods to promote cooperation between factors and other remote services. This is very meaningful, because Google has exploited the open source in a great impact in the past. The most notable example is Kubernetes, which is now the de facto standard in managing containers. Google’s biggest contribution to ADK was the Agent2AGent protocol, which is only provided with a AI platform such as its own Google top or SalesForce’s Agentforce. ADK also supports the MCP pop -up standard. With ADK open face, Google will be able to attract developers to codify cooperative agents without much extra software and cost. (Why am I so sure? Look at the whole story of open source adoption in the business.) It’s a great way to make people try agents and, if they like, then consider Google’s opportunities at the top and other products.
Finally, in terms of the development of the solution, the path map and the Google packaging are quite clear. For example, tools there is a top and fire for professional developers and agents for the code -free development environment. Another example is Model Garden, who, with 200 models available, is not very limited, but also avoids the chaos of more than a million models in the hug face. The simplicity of Google here is quite refreshing, especially compared to other cloud providers, who have more complex and rights solutions.
But is the custody of an important value proposal in the business?
A diligent experience is not a new idea. In fact, Red Hat Enterprise Linux was the poster child for the whole idea 20 years ago. Providing businesses with access to the best access to the best standards and open source and a world -class support team, Red Hat gave customers the feeling that they were playing both significant innovation and rational risk mitigation. But we must also be honest that Rhel was much cheaper than the unix systems initially displaced. After all, as the cloud came to the forefront, Open Linux also became more mainstream and new Red Hat competitors emerged (including the clouds from AWS and Google).
Fortunately for Red Hat, he was able to transfer the RHEL thinking process to other areas such as virtualization and devops. (In this context, it is worth noting that Kubernetes is a core on the Red Hat Cloud OpenShift Management Platform.) Based on this example, one can assume that custody may be a significant value proposal – but it may not be viable.
Given the level of fragmentation, low standardization and user confusion about AI on the market today, now is a good time for users to consider a diligent experience. But how long will it last remains an open question. In addition, the Google timetable may be different from Red Hat’s, as Google also exercises a different position that can achieve a better result. Instead of providing “AI-ECTE-ECCTE-ECCTE-ECTE-EGME”, the company carries a sense of “Let’s Ge Going”. And for many general companies and users, this may be the right type of encouragement to choose Google – especially given how early we are at AI’s age.
So is Google’s new TPU 10X faster than two years ago? Is Gemini best in a given benchmark this week? Yes in both – and these technological milestones certainly have their meaning. But Google’s real bet is that your experience Learning and using AI is more important than these types of titles.
Moor Insights & Strategy provides or has provided paid services to technology companies, such as all technology research and analyst companies. These services include research, analysis, advice, counseling, comparative assessment, acquisition and video and speech sponsorship. Of the companies listed in this article, Moor Insights & Strategy today has (or has) a paid business relationship with AWS, Google, Microsoft, Red Hat (IBM) and SalesForce.
