Google Workspace Ups the Game: AI Focus Targets SMBs and Mid-Market Growth

While Google Cloud Next offered a flurry of AI announcements, Google Workspace emerged as the surprise star, particularly for small and mid-sized businesses (SMBs) and midmarket firms. Google Workspace stole the show for SMBs. Here's what grabbed my attention:

• Video Made Easy with Google Vids: Powered by Google’s AI technology Gemini, Google Vids is a game-changer for SMBs in creating professional videos. Imagine a Recording Studio experience with a massive library of stock footage, music, and GIFs at your fingertips. AI-powered editing removes unwanted noise, ensuring pristine audio quality. Seamless video sharing and collaboration within Workspace eliminate email ping-pong, empowering teams to work together securely.
• Vertex AI Meets Workspace: This integration unlocks a treasure trove of possibilities for SMBs. With over 130 pre-built AI foundation models, SMBs can build custom solutions to automate complex workflows, which translates to significant time savings, improved access to relevant data, and a productive workforce. This means more time for strategic planning and less time spent on repetitive tasks, enhancing accessibility to pertinent data and improving the employee experience. The integration equips SMBs to take control of their workflows and focus on what matters.
• Supercharge Meetings with the Gemini Meet Add-on: For $10 per user per month, the meeting experience can be elevated with features like "Take Notes for Me," "Translate for Me" (supporting 69 languages!), and studio-quality audio and video. Plus, adaptive audio ensures clear communication even in impromptu laptop-based meetings. This add-on is perfect for space-constrained SMBs and is a significant productivity booster.
• AI Boosts Chat Productivity: Gemini in Chat is an intelligent sidekick. Gemini is there whether one needs answers from across the web, summaries of lengthy documents, or a helping hand sorting through emails and chats. It even helps craft the perfect tone for messages and prioritizes conversations based on the most frequent contacts and urgent tasks. And for those quick collaborations, Huddles in Chat offers a one-click meeting experience. Did I mention interoperability with Slack and Teams, allowing for effortless collaboration across different messaging services?
• Enhanced Security with the New Gemini Security Add-on: For an additional $10 per user per month, businesses can bolster their Workspace security with advanced AI features. These include data classification and integrate seamlessly with existing Data Loss Prevention (DLP) controls. Additionally, privacy-preserving customer-specific AI models provide an extra layer of protection for sensitive data.

According to Techaisle's survey data of more than 2100 SMBs, one of the top five priorities for 2024 is to enhance and invest in collaboration solutions, and 87% plan to increase usage in 2024. Implementing a uniform collaboration solution that can function smoothly on all employee devices is also a challenge for 24% of SMBs.

Collaboration is a central component of virtually all business activities. As the lines of demarcation between tasks have been eroded by the increased pace and changing nature of business activities, we have moved past the time when we linked discrete actions through linear, sequential processes. In today’s business environment, we interact at all points in the business cycle: in cross-functional planning and management, within a single co-created document or spreadsheet, in the stages and connection points defined by business processes.

Security, remote IT support, and unreliable networks are still major technology issues for managing remote workers, even though only 32% of SMB employees are expected to work remotely, either with minimal office time or at least two days a week in the office. The security add-on might be a good choice for 49% of SMBs looking for tools and services that enhance the management and security of devices and applications.

Data showing the present state of generative AI (GenAI) deployment highlights the huge SMB opportunity for AI, with 92% having emphasized the importance of AI and 50% of them wanting their IT providers to offer AI-infused applications. By addressing the challenges of remote work and the growing demand for AI-powered solutions, Google Workspace is well-positioned to become the go-to platform for SMBs and midmarket companies.

Imagine video calls where you feel like you're actually sitting across from the other person. That is the goal of Project Starline, a next-level video communication system from Google. Instead of flat, 2D images, Starline uses special cameras and sensors to create a 3D effect, making conversations feel more natural and bringing people virtually face-to-face. This is achieved using multiple high-resolution cameras and depth sensors positioned around a screen to capture a person from all angles. Then, with the help of some clever software and artificial intelligence, all this information is combined to create a realistic 3D model.

Techaisle’s survey also shows that in 63% of SMBs, employees feel disconnected from each other, and 61% of SMBs say that employees feel less valued in remote work scenarios. Google's Project Starline is trying to address the feeling of disconnectedness that people experience during regular video chats. Even though video calls allow us to see and talk to others remotely, they can feel impersonal because they lack the depth and natural cues of in-person interaction. Project Starline's 3D technology aims to bridge this gap by creating a more realistic and engaging experience that feels closer to face-to-face.

Final Techaisle Take

With the suite of AI-powered tools, Google Workspace is making a solid play for SMB and midmarket leadership. The focus on productivity, collaboration, and security is exactly what these businesses need to thrive in today's competitive landscape. Google Workspace is no longer just a collection of productivity tools; it's a comprehensive platform that leverages the power of AI to streamline workflows, boost collaboration, and enhance security – a compelling proposition for any SMB or midmarket firm.

Google’s Vertex AI Agent Builder is significant for Google Workspace because it empowers users to create custom AI agents easily. These intelligent assistants can leverage Google Search and other Workspace features to streamline tasks and workflows. With Vertex AI Agent Builder, Google Workspace is making big strides towards a future where AI personalizes the work experience for each user.

Thanks to its recent integration of powerful AI features, Google Workspace has become a strong contender for SMB and midmarket leadership. These features address critical priorities for these businesses, including:

• Enhanced Collaboration: Tools like Google Vids and seamless Workspace integration eliminate communication silos and empower teamwork.
• Improved Productivity: Vertex AI integration and AI-powered Chat features automate tasks, save time, and boost employee efficiency.
• Advanced Security: The Gemini Security Add-on provides robust data protection and privacy controls critical for today's business environment.

This focus on collaboration, productivity, and security aligns perfectly with the needs of SMBs and midmarket firms in the current competitive landscape. Furthermore, Google Workspace's interoperability with platforms like Slack and Teams makes it an even more attractive option.

However, Google's biggest hurdle lies in empowering its channel partners to become vocal advocates for Workspace. With a staggering 85% of SMBs purchasing technology solutions through channel partners, Google needs a strong partner ecosystem to capitalize on this opportunity truly.

There are positive signs. Google is revamping its partner go-to-market strategy by reallocating incentives towards higher-value activities. This includes rewarding partners for new customer acquisition, successful transactions, and customer expansion. By empowering partners and aligning their goals with Google's, Workspace can solidify its position as the go-to platform for SMBs and midmarket companies.