The news: Google is expanding Gemini across its Android device ecosystem, including within cars and TVs, as Google Assistant nears its end.

• Gemini is replacing Google Assistant on Wear OS smartwatches, with support for tasks like setting reminders and sending emails.
• The Gemini Live voice assistant is also coming to Android Auto and Google TV, offering hands-free access to generative AI (genAI) tools such as summarizing the day’s news or asking it to play a movie.

Expanding reach: By embedding Gemini into more device types, Google can reach new users and meet demand for genAI across various form factors.

• 77% of US adults and teens are interested in AI that can help them quickly find something to watch, per Hub Research.
• 76% of US drivers are likely to use voice-enabled genAI in their cars if it’s available, per SoundHound.

Goodbye, Google Assistant: Google has been phasing out Google Assistant over the past year, with a full retirement and Gemini replacement planned by the end of 2025. That kind of follow-through has become rare in Big Tech, where considerable delays with voice assistant development and deployment are common.

• Apple’s genAI-enhanced Siri is delayed indefinitely, following prior delays with its Apple Intelligence suite.
• Amazon’s improved Alexa+ took years to launch and still lacks several promised features.

AI in everything everywhere: Despite Google’s success in a broad, multidevice Gemini roll out, some users may be wary of AI in personal spaces like homes and cars.

• Gemini uses chats—including recordings of interactions with Gemini Live—location information, and usage data to train and improve its AI models.
• Only 50% of US adults trust Google with their personal data. While that’s only half, it’s still higher than Apple (49%), Meta (31%), or the US government (28%).

Our take: If Gemini can save users time and energy in daily routines, Google could unlock demand for paid Gemini Advance features and turn more consumers into paying customers. To build trust, Google should consider strengthening users’ privacy controls and limiting collection of sensitive, in-home data.