Authors: Dr Rafana Kazi
Abstract: The rapid evolution of artificial intelligence (AI) has intensified competition among major technology companies. This case study examines the strategic positioning of Google in the AI market through the development of Gemini. Introduced as a next-generation multimodal AI model, Gemini is designed to compete with leading systems such as GPT-4 and other large language models. The study explores Google’s approach to integrating Gemini across its ecosystem, including search, cloud services, and productivity tools. It highlights key factors such as innovation in multimodal capabilities, scalability, ethical AI deployment, and market competition. Furthermore, the analysis evaluates the challenges Google faces, including regulatory scrutiny, data privacy concerns, and intense rivalry from companies like OpenAI and Microsoft. The case study concludes that while Gemini strengthens Google’s competitive edge, sustained success depends on continuous innovation, responsible AI practices, and effective market adaptation.
DOI: https://doi.org/10.5281/zenodo.19385791
