Google announced on Tuesday that it is entering the AI laptop market by incorporating new smart features into its latest Chromebook Plus lineup.

These features include “Help Me Write,” AI-generated backgrounds for video calls, Magic Editor for photo editing, and direct access to Google’s AI agent, Gemini, right from the Chromebook’s home screen.

The “Help Me Write” tool assists users in crafting text from scratch based on prompts or in rewriting existing content to adjust its tone, length, or style.

The new background feature is compatible with all videoconferencing apps and offers a variety of prompts to create customized backgrounds.

Magic Editor, available within the Google Photos app, allows users to edit images by selecting objects to reposition or resize with simple gestures. It also provides contextual suggestions to enhance lighting and backgrounds in photos.

On the new Chromebook Plus, users can easily access Gemini by tapping an icon on the home screen. Additionally, new Chromebook Plus owners will receive a 12-month free trial of the Google One AI Premium plan, which includes access to Gemini Advanced, 2TB of storage, and integration of Gemini across various Google apps like Docs, Sheets, Slides, and Gmail.

“This move signals Google’s commitment to AI and its desire to maintain its leadership in providing online access to information and productivity tools, especially as it faces competition from OpenAI and Microsoft’s AI initiatives,” stated Ross Rubin, principal analyst at Reticle Research, a consumer technology advisory firm in New York City.

As Google develops these AI tools, it makes sense for them to integrate them into their main platforms, Android and Chromebooks, Rubin added.

Need for Revitalization

Mark N. Vena, president and principal analyst at SmartTech Research in Las Vegas, emphasized the need for Google to refresh the Chromebook category. “The Chromebook experience has become outdated,” he noted. “The Chromebook Plus laptops represent progress, but the approach taken by Microsoft and Qualcomm has significant advantages.”

Last week, Microsoft unveiled its Copilot+ laptops powered by Qualcomm’s Snapdragon X Elite and Snapdragon X Plus processors, which feature advanced neural processing units (NPUs) designed to enhance AI performance.

“The Chromebook experience has always relied on the cloud,” Vena explained. “Microsoft and Qualcomm are building AI directly into their chips, allowing for improved local AI experiences without constant internet connectivity. This also enhances security, as local processing reduces reliance on cloud solutions.”

Noteworthy AI Integration

Rubin pointed out that Google’s announcement doesn’t quite match the capabilities of Microsoft’s Recall feature in the CoPilot+ laptops. Recall allows users to retrieve previously encountered information on their PCs using natural language and contextual searches. For example, a user could ask, “Find an article I read last week about Dr. Who,” and the system would provide it.

“The Chromebook Plus demonstrates that effective AI can be utilized even without cutting-edge chips featuring NPUs, which were central to Microsoft’s launch,” Rubin remarked. “It combines new functionalities with previously introduced features and offers robust integration across Google’s ecosystem.”

Timing and Market Position

Rob Enderle, president and principal analyst at the Enderle Group, raised questions about the timing of Google’s announcement. “They should have revealed this at I/O earlier this month. It seems they rushed to respond to Microsoft’s Build announcements,” he said.

“This appears to be a hurried response, likely because Google was caught off guard by Microsoft’s Copilot expansion,” Enderle added. “Google’s smartphone developments are more compelling, and if they can connect features across both device types, they could enhance their market share.”

He noted that while the Chromebook Plus seems aimed at competing with AI PCs launching next month, it offers fewer features. However, it is expected to be more affordable.

Rubin observed that Chromebooks have traditionally been price-competitive, but with the Chromebook Plus models, they are starting to encroach on the price range of mainstream Windows laptops. This was illustrated by the announcement of two Chromebook Plus models from Acer: the two-in-one Chromebook Plus Spin 714 priced at $749.99 and the 516 GE gaming model at $699.99.

“The fact that these two new Acer Chromebook Plus laptops are so different yet both provide an enhanced Chromebook Plus experience highlights the strength and versatility of the ChromeOS ecosystem, as well as the significance of user-focused design in Chromebook Plus laptops,” stated James Lin, Acer’s General Manager for Notebooks.

Rubin added, “Google is encouraging users to adopt the Chromebook Plus to enhance their overall experience, which is also more appealing to PC manufacturers, enabling them to achieve better profit margins on these devices.”

Upcoming Chromebook Plus Features

In its announcement, Google hinted at several new features for the Chromebook Plus:

  • Help Me Read with Gemini: This feature will allow users to summarize websites or PDFs with a simple right-click.
  • Resume Your Work: Upon logging in, users will see a display of their previous windows, tabs, and apps, helping them avoid confusion. Additionally, suggestions from other devices on different operating systems will assist in picking up where they left off—so if you start reading an article on your Android or iOS phone, you can easily continue on your Chromebook.
  • Focus Mode: Users can select a timeframe, a Google Task to complete, and a YouTube Music playlist. The Chromebook will automatically activate Do Not Disturb mode and keep track of progress.
  • AI-Powered Control: This feature will utilize face and gesture tracking for hands-free operation.

Enderle commented, “These features are promising, but both Copilot and Gemini have encountered significant quality issues that need to be addressed, or interest in this category of devices may wane.”