Google isn't a regular mom, it's a cool mom. At least, it really wants to be, as seen at yesterday's Made by Google event.
The keynote address started with Rick Osterloh, Google's senior VP of platforms and devices, announcing that the tech giant is in its "Gemini era." The company unveiled its next generation of hardware, including the new Pixel 9, Pixel 9 Pro, Pixel Watch 3 and Pixel Buds Pro 2, and shared long-awaited news on its Android 15 software. Much of the presentation was centered around AI, which was pretty unsurprising, given how much Google has leaned into touting the prowess of its Gemini AI model. What was more surprising was how hard Google was trying to be cool, hip or brat.
The first live demo -- which had a few hiccups -- featured a presenter using Gemini to scan Sabrina Carpenter's upcoming tour dates to see if San Francisco was one of the cities. Alexander Schiffhauer demoed the Gemini Call Notes feature with an example of him considering getting the "trendy" broccoli haircut. Soon after, Keke Palmer briefly popped on stage to promote her new book and the Made by Google after-party she's hosting. She also (correctly) told Schiffhauer not to get the broccoli cut. NBA All Star Jimmy Butler later guest-starred to show off a Gemini feature called Add Me.
Osterloh closed out the event by reiterating that "the Gemini era is real" and teased his appearance in a Pixel-sponsored episode of Hot Ones. All that was missing was someone saying the new Pixel 9 "is brat." (Brat is Charli XCX's latest album, and it's quickly become an internet-famous meme.)
For a Gen Z journalist like me, these little pop culture references were funny at best and overwhelmingly embarrassing at worst. But I understood what Google was trying to do. A lot of the features and hardware it demoed today weren't groundbreaking or even really new. As my colleague Zach McAuliffe wrote, the event really could've been an email. Throwing little pop culture references into the presentations and demos made the keynote mildly entertaining. Of course, I would still rather see new innovations in foldable phones or big improvements to Gemini's biggest flaws, rather than suffer through whatever Google's comms team came up with to try and make its top execs seem relatable and relevant to a younger audience.
I will note that importantly, Google did drop its "how do you do, fellow kids" cool girl tone when talking about more serious things, like the Loss of Pulse Detection feature on the Pixel Watch 3.
Google certainly had the upper hand in terms of entertainment over Samsung, which tried for this similar engagement bit by featuring its ambassador Sydney Sweeney at its Unpacked event last month in Paris. Sweeney's appearance was brief, awkward and, unfortunately for Samsung, one of the better parts of its presentation. By comparison, Palmer and Butler looked happier to have been included, even if their event wasn't hosted in the Louvre.
There were definitely times when Google's colloquial or "hip" language felt too scripted and awkward. But most of these events are usually so tech-focused and devoid of any real personality, so maybe we should just take the wins as we get them -- as long as it doesn't take it too overboard next time. Being brat means being messy and fun, and Google and Gemini certainly fit that bill.