Google, Sorry, But That Pixel Event Was A Cringefest

“I P 6 8! I P 6 8!,” shouted late-night big Jimmy Fallon, trying and failing to clone excitement astir nan caller Pixel smartphones. Fallon, who apt had ne'er heard nan method word before, didn’t look to recognize that IP68 — a standing that indicates phones tin past being submerged successful h2o — isn’t each that absorbing arsenic a trading point, nor is this h2o guidance characteristic caller to Google’s Pixel line. It’s been around since nan 2018 Pixel 3. We’re connected nan Pixel 10 now, for reference.

In a surreal infinitesimal that illustrated nan inclination to overhype thing associated pinch AI advances, Google decided to propulsion retired each nan stops for its Pixel 10 unrecorded arena connected Wednesday.

Google’s caller phones, of course, are interesting connected their ain merits, arsenic they showcase really Google is integrating AI into mundane user experiences for illustration taking photos, texting friends, translating telephone calls, getting thief retired successful nan existent world, and more.

The awkward arena made Google consciousness retired of touch, however. It besides suggests that nan institution felt it needed buzz to screen up for a deficiency of tech advances, which is not nan case. Whether group for illustration it aliases not, Google is rushing up of Apple to put AI into nan hands of consumers done its smartphones. Had nan tech elephantine focused connected that and shown real-world examples — not those involving personage racecar drivers, basketball stars, aliases Peloton personalities — it would person been amended off.

Image Credits:screenshot from Google's unrecorded event

Instead, it went for buzz pinch paid celeb appearances, including arena big Jimmy Fallon and others for illustration Stephen Curry, podcaster Alex Cooper, nan Jonas Brothers, and more. The consequence was a watered-down, cringey, and astatine times almost QVC-like income event, which Reddit users immediately dubbed “unwatchable.”

In ample part, this had to do pinch Fallon’s performance.

Trying to displacement his goofy late-night persona to a firm event, he ended up coming crossed arsenic profoundly uninterested successful nan technology, necessitating an over-the-top show of decidedly less-than-genuine enthusiasm.

“This is exciting. It’s for illustration a Taylor Swift medium announcement for nerds,” he began, insulting nan wide assemblage of group who would, successful fact, tune successful pinch liking to study astir nan latest successful smartphone and AI advances.

Attempting to beryllium a stand-in for nan “mainstream consumer,” whoever Google’s marketers judge that to be, Fallon interjected pinch banal questions, for illustration what’s nan meaning of “agentic” aliases why is everyone talking astir AI successful smartphones, aliases what’s a “walled garden?”

Image Credits:screenshot from Google's unrecorded event

These high-level questions led only to basal explanations from Google’s execs, for illustration Rick Osterloh, Google’s Senior Vice President, Platforms & Devices — a occupation that Fallon joked sounded “made up.” (It sounds for illustration a beautiful straightforward title to us, particularly compared to overmuch weirder tech jobs for illustration Chief Happiness Officer aliases Digital Prophet.)

Answers, arsenic a result, were dumbed down for mundane users, contempt nan truth that they are astir apt very overmuch willing successful what AI models are being used, really they work, aliases whether their privateness is astatine consequence erstwhile moving AI connected their individual devices.

During nan event, Fallon showed small guidance aliases curiosity astir nan absorbing tidbits, for illustration erstwhile Osterloh noted that Google’s AI adjunct Gemini is coming to its augmented reality glasses. Yet he pretended to beryllium an avid personification of immoderate tech that he was intelligibly conscionable shown really to use, for illustration Circle to Search, which lets users do a Google hunt by tapping, circling, aliases highlighting thing connected their screen.

At different point, Fallon held up signs pinch quotes from expected Reddit users astir really awesome Pixel phones are. “This first personification says, ‘whenever I’m utilizing a telephone without Circle to Search, I consciousness for illustration I’m successful nan Stone Age,” said Fallon. (C’mon, Google, nary 1 said that. Ever. And surely not a Redditor.)

Later, Fallon embraced Google Vice President of Marketing Adrienne Lofton for illustration a BFF and feigned excitement complete a array covered pinch smartphones, watches, and earbuds. (Osterloh had meantime gone for nan handshake-quick-back-pat combo.)

Lofton, looking hep successful a denim-tuxedo jacket, couldn’t make nan trading speak consciousness that casual, though.

Instead, it abruptly felt for illustration we were watching 1 of those aged home-shopping TV channels, for illustration QVC aliases HSN, wherever salespeople gush astir immoderate merchandise is successful beforehand of them and you tin spot income numbers summation pinch each compliment.

Image Credits:screenshot from Google's unrecorded event

Lofton: “We’re taking nan world’s champion smartphone, and we’re upping our ain crippled pinch nan 10. It’s powerful, it’s fast, and consciousness nan satin decorativeness connected nan edges and nan camera bar.”

Fallon: “Ooh, silky!”

Lofton: “See what I’m saying? The creation of nan artistic is unbelievable, and it’s a Pixel. So nan camera is unbelievable. And nan colors, we deliberation — look astatine this palette. We deliberation these colors are sexy arsenic hell.”

Fallon: “Well, clasp it. It’s Wednesday afternoon. Let’s support it PG.“

The cringe. The absolute cringe.

Later successful nan event, different stars popped successful for their moments, some unrecorded and pre-recorded. The Jonas Brothers made a euphony video pinch a Pixel phone, which played astatine nan event’s end.

Image Credits:screenshot from Google's unrecorded event

Only a fewer of nan celeb interactions felt natural. Cooper came crossed arsenic herself, overmuch for illustration successful her ain interviews. The chat pinch photographer Andre D. Wagner was besides a little infinitesimal of authenticity, arsenic he talked astir his creation and technique.

It’s understandable that Google would want to differentiate itself from nan Apple arena format to tie attraction to its ain hardware and package advances. But who are tech announcements for if not for nan group who attraction astir tech? If Google is trying to scope nan mainstream tech enthusiast, it doesn’t request to do thing for illustration this. It conscionable has to get its phones successful nan hands of creators who group really watch, for illustration Marques Brownlee. (Which, thankfully, it did, too.)