Google's most powerful AI tools aren't for us

At I/O 2025, nothing Google showed off felt new. Instead, we got a retread of the company's familiar obsession with its own AI prowess. For the better part of two hours, Google spent playing up products like AI Mode, generative AI apps like Jules and Flow, and a bewildering new $250 per month AI Ultra plan.

During Tuesday's keynote, I thought a lot about my first visit to Mountain View in 2018. I/O 2018 was different. Between Digital Wellbeing for Android, an entirely redesigned Maps app and even Duplex, Google felt like a company that had its pulse on what people wanted from technology. In fact, later that same year, my co-worker Cherlynn Low penned a story titled How Google won software in 2018. "Companies don't often make features that are truly helpful, but in 2018, Google proved its software can change your life," she wrote at the time, referencing the Pixel 3's Call Screening and "magical" Night Sight features.

What announcement from Google I/O 2025 comes even close to Night Sight, Google Photos, or, if you're being more generous to the company, Call Screening or Duplex? The only one that comes to my mind is the fact that Google is bringing live language translation to Google Meet. That's a feature that many will find useful, and Google spent all of approximately a minute talking about it.

I'm sure there are people who are excited to use Jules to vibe code or Veo 3 to generate video clips, but are either of those products truly transformational? Some "AI filmmakers" may argue otherwise, but when's the last time you thought your life would be dramatically better if you could only get a computer to make you a silly, 30-second clip.

By contrast, consider the impact Night Sight has had. With one feature, Google revolutionized phones by showing that software, with the help of AI, could overcome the physical limits of minuscule camera hardware. More importantly, Night Sight was a response to a real problem people had in the real world. It spurred companies like Samsung and Apple to catch up, and now any smartphone worth buying has serious low light capabilities. Night Sight changed the industry, for the better.

The fact you have to pay $250 per month to use Veo 3 and Google's other frontier models as much as you want should tell everything you need to know about who the company thinks these tools are for: they're not for you and I. I/O is primarily an event for developers, but the past several I/O conferences have felt like Google flexing its AI muscles rather than using those muscles to do something useful. In the past, the company had a knack for contextualizing what it was showing off in a way that would resonate with the broader public.

By 2018, machine learning was already at the forefront of nearly everything Google was doing, and, more so than any other big tech company at the time, Google was on the bleeding edge of that revolution. And yet the difference between now and then was that in 2018 it felt like much of Google's AI might was directed in the service of tools and features that would actually be useful to people. Since then, for Google, AI has gone from a means to an end to an end in and of itself, and we're all the worse for it.

Even less dubious features like AI Mode offer questionable usefulness. Google debuted the chatbot earlier this year, and has since then has been making it available to more and more people. The problem with AI Mode is that it's designed to solve a problem of the company's own making. We all know the quality of Google Search results has declined dramatically over the last few years. Rather than fixing what's broken and making its system harder to game by SEO farms, Google tells us AI Mode represents the future of its search engine.

The thing is, a chat bot is not a replacement for a proper search engine. I frequently use ChatGPT Search to research things I'm interested in. However, as great as it is to get a detailed and articulate response to a question, ChatGPT can and will often get things wrong. We're all familiar with the errors AI Overviews produced when Google first started rolling out the feature. AI Overviews might not be in the news anymore, but they're still prone to producing embarrassing mistakes. Just take a look at the screenshot my co-worker Kris Holt sent to me recently.

Kris Holt for Engadget

I don't think it's an accident I/O 2025 ended with a showcase of Android XR, a platform that sees the company revisiting a failed concept. Let's also not forget that Android, an operating system billions of people interact with every day, was relegated to a pre-taped livestream the week before. Right now, Google feels like it's a company eager to repeat the mistakes of Google Glass. Rather than trying to meet people where they need it, Google is creating products few are actually asking for. I don't know about you, but that doesn't make me excited for the company's future.

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