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Google Bard gets new identity, rebrands to Gemini

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Google has renamed its AI chatbot Bard as Gemini, adopting the moniker of the large language model powering it. The rebranding aims to unify Google’s growing slate of AI products and services under one name.

Unveiled in December 2022, Gemini is Google’s newest and most advanced natural language AI. A version of Gemini was integrated into Bard after launch to enhance the chatbot’s capabilities.

In announcing the rebrand on Thursday, Google said Gemini represents its “most capable family of models” and retiring the Bard name helps reflect the technology at the core. The company indicated Gemini will be positioned as its flagship consumer AI brand.

The renamed Gemini chatbot is immediately available in a standalone app on Android and the web. It will also be built into Google’s iOS search app, competing with Apple’s Siri.

Google is offering a free Gemini option, along with a $20 per month Gemini Advanced subscription. Advanced features Google’s most powerful Gemini iteration, Ultra 1.0, which excels at creative content generation, reasoning and coding.

The Gemini rebrand also applies to Google Workspace products like Gmail, where the previous Duet AI branding is being replaced. This unifies AI names across consumer chat, search, cloud and enterprise software.

Read also: Google launches first Cloud Region in Africa, sites it in Johannesburg

Analysts see the move as Googleaiming to simplify its messy AI brand landscape. The company has received criticism for fragmented, inconsistent product names and positioning. The Gemini label now clearly defines Google’s general AI capabilities.

Google is also competing fiercely for consumer and enterprise AI dominance with rivals like OpenAI’s ChatGPT and Microsoft. The unified Gemini brand helps market its AI prowess against competitors.

The company said it will keep training more advanced versions of Gemini. For now, renaming Bard to Gemini signals Google’s confidence in the underlying AI technology to anchor its consumer and commercial AI offerings.

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