In December 2023 Google launched Gemini, its most capable AI model to date and a direct challenge to OpenAI’s GPT-4. But the bigger story for the rest of us is the intensifying competition between the major AI providers — and that’s good news.
More competition means faster improvement, lower prices and AI features arriving inside the tools you already use, from email and documents to search.
Why this matters
- Competition drives the price down — capable AI keeps getting cheaper and more accessible.
- AI is coming to your existing tools — you won’t have to seek it out; it’ll be built in.
- No single winner to bet on — choose by task, not by brand.
- The pace is relentless — a steady adoption strategy beats chasing every launch.
What we’d advise
Focus less on which model is “winning” and more on which tasks AI can genuinely take off your team’s plate — safely, and with your data protected.
Source: Google / Google DeepMind announcement, December 2023.