Seems more like a defensive play rather than one designed to directly open new revenue streams.

In the short term, Google is going to fully integrate Gemini into Google Assistant (the takeoff has been bumpy but there is a chance they stick the landing). The risk there being that Siri will fall further behind.

In the long term, capable models will be running locally on device. Google's past mobile AI plays haven't moved the market much. But the risk is that generative AI is a paradigm shift that will unlock some game changing capability that could catch Apple off guard.

Same story with Microsoft and Copilot on the desktop.

If your two primary competitions are doing similar things then you start paying attention.