SAN FRANCISCO, California – Google is reportedly developing a new AI assistant called “Pixie,” which will be exclusive to Pixel devices, as reported by The Information. This new AI is said to be powered by Google’s latest “Gemini” AI model and is expected to launch with the Pixel 9. Alongside this development, both Google and Amazon are rumored to be updating their voice assistants, but the specifics of how these large language models will improve user experience are still unclear.

According to the report, Google may also be working on glasses that can utilize Pixie’s ability to recognize objects. This marks a shift in Google’s approach to AI assistants, as the company is now focusing on developing its own hardware and exclusivity to protect against potential regulatory challenges.

Exclusivity to Pixel devices suggests a potential solution to making the AI assistant profitable, a challenge that has plagued Google Assistant and Amazon’s Alexa. The move also raises questions about the fate of Google Assistant in light of the new AI’s launch.

While doubling down on hardware may provide a more secure environment for the new AI assistant, the limitations of Google’s hardware division and its smaller market presence pose potential challenges. The shift towards exclusivity may compromise the strength of Google’s ecosystem, which previously relied on the availability of its products across a wide range of devices.

The development of a new exclusive AI assistant for Pixel devices signifies a significant shift in Google’s approach to AI and hardware, as the company navigates the challenges of profitability and regulatory threats. The specific implications of this move on Google’s existing ecosystem and the future of Google Assistant remain to be seen.