There continues to be a relatively quiet but significant arms race in online mapping. Google Maps’ incumbent position continues to be challenged by the vertically-integrated and increasingly-robust Apple Maps. Meanwhile, Snap and Instagram bring a social twist to mapping that Google can’t match.
It was only a matter of time before the latest differentiator made its way to the world of online mapping: AI. And Google is making moves to buttress its leading position in mapping by applying its leading position in AI. Among the above mapping players, Google has the most extensive AI in Gemini.
These factors have all led to Gemini integrations in Google Maps, which have picked up in the last month. Gemini’s first introductions in Google Maps came about a year ago with things like suggested stops along a navigation route, and conversational queries (e.g., ‘what’s a good place for a kids’ birthday?’).
Then last week, Gemini’s integrations in Google Maps ratcheted up with a more conversational interface that can be best described as an in-route concierge. While driving, users can do things like ask Gemini about places of interest along their route, or any other specific urges (Cracker Barrel, perhaps?).
Food & Fuel
This conversational capability mirrors that of Google’s AI mode, in that it’s more of a dialogue than a rigid set of one-off queries. For example, you can ask about budget-friendly restaurants that are kid-friendly within a few miles of the highway… then follow up on the results to ask about parking or menu items.
In addition to food and fuel, Gemini is making navigation smarter. For example, users can launch a dialogue with Gemini about prioritizing the easiest route over the fastest route – avoiding frenetic rush-hour surface streets, even if it saves a few minutes, in favor of enduring traffic on the freeway.
These updates also bring visual intelligence through deeper integrations with Street View and Google Lens. For the former, navigation incorporates intuitive directions (e.g., “turn right after the big red barn”). And for the latter, users can point their phones at places to find out more about them, right within Maps.
And as the integration of Waze continues in Google Maps, these AI updates make it more natural from a user perspective. For example, the above conversational UX with Gemini while driving – and users’ acclimation to it – is aligned with safely reporting road incidents for other drivers.
Maps Test Bed
Beyond things that are endemic to mapping and navigation, Gemini’s perch in Google Maps brings it into more of a personal assistant territory. In other words, users can get things done while driving and otherwise idle, such as taking notes, setting reminders, or adding events to their calendars.
All the above expands mapping as we know it and could engender new use cases and ways to think about Google Maps. With that, Google is likely using this test bed as a way to formulate and uplevel monetization strategies for Maps – an ongoing question as AI erodes its SERP-based ad model.
In fact, there are clear monetization opportunities in all the above, given the commercial intent that’s inherent. The trick is to monetize in ways that don’t compromise the integrity of the AI engine and users’ trust in it – a critical factor. Giving the best answer remains a critical factor, and Google knows it.
As for the rollout, Google says that these Gemini integrations will be completed over the next few weeks for iOS and Android devices, followed by Android Auto. As that happens, we’ll give it a test drive to see how it holds up, including any signs of how Google could bring monetization into the era of AI mapping.
