Why Google Is Rebranding Its Bard AI Chatbot as Gemini, With a New App and Subscription

Alphabet’s Google ( GOOGL ) is rebranding its Bard artificial intelligence (AI) chatbot as Gemini, as well as launching a mobile app and subscription model for a premium version of the tool, in a move that could help it better compete with rivals.

Named after Google’s most powerful suite of AI models powering the tool, the rebranded Gemini is now available in over 40 languages with a mobile app for Android and iOS devices, according to a release Thursday.

Google is also rolling out a subscription plan for a paid version of the tool, Gemini Advanced, as part of the company’s Google One AI Premium Plan for $19.99 a month.

As part of the rebrand, Duet AI is becoming part of Gemini for Workspace and Google Cloud, and users will soon be able to access the technology in Gmail, Docs, Sheets, Slides, and more.

The move could help Google better compete with the premium paid versions of OpenAI’s ChatGPT and Microsoft’s ( MSFT ) Copilot , as well as distance Gemini’s upgraded offerings from critical reception of Bard’s early performance.

“This premium plan builds off the popular Google One service offering expanded storage and exclusive product features,” said Alphabet and Google CEO Sundar Pichai, noting that the Google One subscription service could soon cross 100 million subscribers.

Shares of Google parent Alphabet were 0.2% higher at $145.77 per share as of 11:45 a.m. ET Thursday. They’ve gained over 47% over the past year.