Alphabet’s latest filings reveal a few ways it can be successful which aren’t as dependent on AI, writes John Herrman.
’s parent company Alphabet is in great shape. Every important part of its business is growing. It still owns the world’s. It’s the largest advertising company in the world, raking in tens of billions of dollars in profit in the first months of the year, raising dividends, and authorizing stock buybacks.
As Google tells it — along with virtually every major tech company in 2025 — the way forward is AI everywhere and in everything. Most obviously for Google, it means new search features, Gemini chatbots across its product range, and a rapid remaking of some of its core brands, from Docs to Gmail to Android, with LLMs. Less visibly, it means enterprise AI tools, new ad targeting tech, and selling AI features through Google Cloud.
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