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Google needs to stop throwing good money after Bard

Image of the Google “G” logo on a blue, black, and purple background.
Illustration: The Verge

Google has had a rough six months. Since ChatGPT launched last November — followed by the new Bing in February and GPT-4 in March — the company has failed to establish its AI credentials. Its own offering, the “experimental” chatbot Bard, compares poorly to rivals, and insider reports have portrayed a company in panic and disarray. Today, at its annual I/O conference, the company needs to convince the public (and shareholders) that it has a meaningful response. But to do that, it needs a new playbook.

Google is undoubtedly a leader in AI research. As its executives like to point out, it was Googlers who created the transformer architecture that powers chatbots like ChatGPT. Just as significantly, it was Googlers who drew attention to…

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