Google expands AI features but restricts key tool in Europe
Gemini Spark remains unavailable in Europe despite broader AI subscription updates.
1Google's AI subscription updates
Google announced new AI features for its subscriptions, including voice tools in Gmail, Docs, and Keep, an image editor called Google Pics, and a mini-app builder for Sheets. These updates are available in Europe, but the flagship Gemini Spark feature remains exclusive to US Pro and Ultra subscribers. The autumn rollout highlights Google's continued investment in AI-powered productivity tools across its ecosystem.
2Gemini Spark's capabilities
Gemini Spark acts as an AI agent that can handle web tasks through Chrome, edit photos, and curate albums. It uses saved passwords and logged-in accounts to perform actions like scheduling viewings or starting flight bookings, requiring human approval for payments. This represents Google's most advanced AI assistant functionality, positioned as a key differentiator for its premium subscription tiers in the US market.
3European exclusion
Gemini Spark is completely unavailable in the European Economic Area, Switzerland, and the UK. Google hasn't provided reasons for this exclusion, which affects all European subscribers regardless of their payment tier. This contrasts with Apple's transparent explanation about Siri's delayed EU launch due to regulatory requirements for equal system access among rival assistants.
4Pricing disparities
European subscribers pay the same prices as US customers ($4.99 for Plus, $19.99 for Pro/Ultra) but don't receive Gemini Spark, the feature these tiers are marketed around. This creates a value discrepancy where European users get fewer capabilities for identical pricing. The situation mirrors Apple's challenges with EU regulations, though Google has remained silent about its rationale.
5Regulatory context
Google's settlement with the European Commission requires it to allow rival assistants on Android to reach comparable functionality by July 2027. However, by withholding Gemini Spark in Europe, Google creates an asymmetry where competitors can't be measured against its most advanced AI features. This potentially conflicts with the Digital Markets Act's goal of enabling fair comparisons between platforms.
6Historical precedent
Apple recently faced similar EU restrictions, delaying its rebuilt Siri's launch after the Commission rejected its proposals. Unlike Google, Apple publicly attributed this to requirements for equal system access among competing assistants. Google's silence contrasts with this transparency, raising questions about its compliance strategy with European tech regulations.
7Market implications
The exclusion affects over 500 million potential users in Europe's wealthy digital markets. While other AI features reach Europe, the absence of Gemini Spark may limit Google's competitive edge against rivals like Microsoft's Copilot. The situation highlights growing tensions between US tech giants and EU regulators over AI development and deployment standards.
8Future outlook
Google's approach suggests cautious navigation of EU regulations, possibly awaiting clearer guidelines on AI agents. The July 2027 deadline for comparable functionality leaves time for adjustments. However, the current imbalance risks alienating European subscribers and could invite regulatory scrutiny, especially if competitors leverage this gap in their marketing.
Original article: The Next Web — Google expands AI features but restricts key tool in Europe