Google I/O 2024: The AI Extravaganza – A Marketer’s Recap

Google I/O 2024: The AI Extravaganza – A Marketer’s Recap

Google I/O 2024 just wrapped up, and the tech giant had plenty to unveil. While there were some exciting developments, it's hard to ignore the elephant in the room. Is Google throwing too much AI spaghetti at the wall to see what sticks? Let's dive in.



16 May 2024





Table of Contents


What happened at Google I/O 2024?

This year’s Google I/O was packed with significant advancements in AI, Android, and other Google services. Google CEO Sundar Pichai's 2-hour presentation focused heavily on AI enhancements, with no new hardware announcements.

Don’t have time to watch the whole thing?

Here's a quick rundown of 12 major updates you should pay close attention to.

Google Gemini: AI integration across the board

Google Gemini was initially released on 6 December 2023 and took over from Bard earlier this year. In hindsight, it’s clear that this rebrand was just the beginning of Google’s mission to take AI far beyond a single chatbot interface.

1. Project Astra

One of the standout updates to Google Gemini was Project Astra, an AI assistant that uses your phone's camera and voice recognition for real-time, contextual answers.

Imagine using your smartphone camera to get real-time help with coding issues or locating misplaced items. For marketers, this could revolutionise customer support and enhance user engagement through more interactive, AI-driven experiences.

2. Generative AI in Workspace

Google is integrating its Gemini AI into more of its Workspace apps, such as Gmail and Google Docs. Gemini will now be able to help you:

  • Summarise long email chains.
  • Provide smart replies based on email conversations.
  • Complete more complex tasks like finding receipts and filling out forms.
  • Drag and drop AI-generated images directly.

These enhancement could streamline communication and project management for marketing teams, reducing the time spent on mundane tasks and boosting productivity.

3. Google Veo

Enter Google Veo, a generative AI tool capable of creating detailed 1080p videos from text prompts. Veo can produce 1-minute footage in various visual and cinematic styles and edit already-generated video clips.

Producing high-quality video content with minimal resources is a marketer’s dream. But with previous controversy surrounding Gemini’s biased imagery and so many AI-driven video tools already out there, Veo risks getting lost in the noise unless it offers something truly groundbreaking.

Updated security features for Android

Improved privacy and threat detection for Android are welcome updates, especially in today’s security-conscious climate. However, given the proliferation of security risks, this feels more like Google playing catch-up than leading the pack.

4. Private Space

Android 15’s new Private Space works similar to Chrome’s Incognito mode but will be built into the mobile operating system itself.

Users can effectively silo a portion of the operating system to hide designated apps from notifications and settings.

5. On-device threat detection

Google’s on-device threat detection for Android is designed to catch fraudulent apps and safeguard screen sharing.

If malicious behaviour is detected, the system will disable the app automatically, notify the company and then alert users.

6. AI voice call scans

During I/O, Google ran a demo of its new call scam detection feature, which is planned to roll out in a future version of Android.

This AI-powered scam detector will monitor voice calls to identify conversational patterns associated with financial scams.

AI-powered search experiences

SEOers have long been sceptical of AI’s impact on visibility in Search Engine Result Pages. However, Google’s new AI upgrades could certainly present new opportunities for those forward-thinking enough to capitalise on them.

7. Augmented reality in Google Maps

Geospatial AR content in Google Maps will allow users to explore locations with augmented reality overlays.

Set to be piloted in cities like Singapore and Paris later this year, users will be able to enjoy an interactive AR experience remotely via Street View or by lifting their phone if they are nearby.

8. AI Overview in Google Search

Google Search is receiving a substantial AI boost with features like AI Overview, helping users make the most of their search experience. Set to roll out next Tuesday, AI Overview creates a short snippet with related info relevant to your search.

From providing faster and more comprehensive search results to creating a custom travel itinerary, it’s clear UX remains front and centre.

9.“Web” filter in Google Search

A new filter for exclusively text-based links has already launched, potentially a convenient solution to the fears that Google is hijacking its results page.

The new “Web” filter appears at the top of the results page and lets users access the classic blue links without the clutter of informational Knowledge Panels or AI experiments.

Innovate upgrades to developer tools

10. Firebase Genkit

Firebase Genkit simplifies integrating AI into applications, making it easier for developers to build AI-powered apps quickly.

With support for JavaScript/TypeScript and, soon, Go - this tool could accelerate the development of innovative marketing apps, providing advanced functionalities like content generation and text translation.

11. Project IDX

Google’s AI-centric browser-based development environment, Project IDX, offers new tools and integrations, including with Google Maps and Chrome Dev Tools.

These features can help marketers create more interactive and engaging web experiences for users.

12. Tensor Processing Units (TPUs)

Google’s sixth-generation TPUs, named Trillium, provides a 4.7x performance boost compared to its previous generation.

This advancement supports the development of more complex and efficient AI models, which can enhance various marketing technologies, from predictive analytics to personalised content delivery.

AI overload - too much of a good thing?

While the tech is impressive, the sheer number of new AI applications and branding might leave you wondering if Google is suffering from an identity crisis.

One YouTube commenter summed it up perfectly:

"We’re spitting another 100 AI applications with different names and branding into the world without any cohesion whatsoever."

Even Google’s CEO Sundar Pichai acknowledged the AI overload, jokingly noting that AI was mentioned 121 times during the 110-minute presentation.

This self-awareness is a step in the right direction, but it remains to be seen how these myriad AI tools will coalesce into a seamless user experience.

Google I/O FAQs

Where is Google I/O 2024?

Google I/O 2024 was held at the Shoreline Amphitheatre in Mountain View, California.

What does Google I/O stand for?

Google I/O stands for "Input/Output," a common computing concept relating to interactions between a computer and the outside world.

How many days is Google I/O?

Google I/O usually spans three days, packed with keynotes, technical sessions, and hands-on labs.

What is Google I/O Extended?

Google I/O Extended is a series of community-run events that bring the excitement of Google I/O to developers all around the world.

What is Google Project Astra?

Google Project Astra is a new AI assistant that uses your phone’s camera and voice recognition for real-time, contextual answers.


For digital marketers, Google I/O 2024 showcased tools that could enhance productivity, improve customer interaction, and open new marketing channels.

However, the deluge of AI announcements also serves as a reminder to stay critical and discerning about which tools to integrate into your strategies. The key is to find the balance between leveraging cutting-edge technology and maintaining a coherent, user-friendly approach.

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Tahlia Reynolds
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