Google unveils ‘Gems’: Custom Gemini AI assistants now shareable

Google has taken a big leap in AI personalization by rolling out ‘Gems’, a new feature that allows users to create customized versions of its Gemini AI assistant. These Gems can be tailored for specific purposes—whether it’s learning, fitness, productivity, or entertainment—and then shared with others. The move reflects Google’s effort to make AI more collaborative, personal, and versatile, bridging the gap between individual use and community engagement.

What are Google’s Gems?

Gems are essentially mini AI personalities crafted within Gemini. Users can give them roles, instructions, and tones of communication. For instance, someone could create a Gem that acts as a “workout coach” offering daily routines, or another as a “math tutor” helping students with problems step-by-step.

These AI assistants differ from standard Gemini chats because they are reusable and customizable. Once created, they can be shared with friends, colleagues, or the public, making AI interaction less isolated and more social.

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Why this feature matters

With Gems, Google is addressing two big user demands: personalization and community. Instead of everyone interacting with the same assistant, Gems let people create versions that reflect their personality, needs, or expertise.

For businesses, this opens up opportunities to build customer-facing Gems that handle FAQs, offer recommendations, or provide guided learning. For educators, a single Gem can be designed for students and distributed widely, ensuring consistency.

Early reactions from users

Initial feedback suggests users are intrigued by the flexibility Gems provide. Early adopters see it as a step toward democratizing AI, where creativity isn’t limited to engineers but available to anyone who can describe what they want.

Some users, however, raised concerns about how data will be managed when Gems are shared widely. Google has stated that safeguards are in place, but the debate around AI safety and control is likely to continue.

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How it compares with rivals

By launching Gems, Google has entered direct competition with OpenAI’s GPTs and other customizable AI platforms. The difference lies in Google’s integration—Gemini is already part of Search, Workspace, and Android, giving Gems a natural advantage in accessibility and reach.

While OpenAI’s GPTs have become popular among developers and hobbyists, Google’s positioning is broader, targeting casual users as well as professionals.

The bigger picture

Gems signal a shift in how tech companies envision AI—not just as tools but as platforms for creativity, collaboration, and community. They could accelerate AI adoption by making it more relatable, while also raising questions about intellectual property, bias, and responsibility when user-generated AI becomes mainstream.

Conclusion

Google’s launch of Gems marks a new chapter in the evolution of AI assistants. By making personalization and sharing central, the company is betting that users will not just consume AI outputs but actively shape and spread them. Whether this becomes a breakthrough in collaborative AI or another experimental feature will depend on how users embrace and adapt Gems in their everyday lives.