News Analysis
Anthropic recently announced a new integration between Claude and Google Workspace, giving paid users of its AI model access to Gmail, Google Calendar and Google Docs. The Claude integration is the latest third-party AI Google has opened its platform to, as it bets on a multi-model approach to AI adoption.
Google is clearly intent to remain competitive with Microsoft, as the latter further embeds generative AI functionality across its Microsoft 365 suite. As the two tech giants race to define the future of productivity software, the battle is no longer about features — it is about which AI will become indispensable at work.
Google Invests in Gemini and Opens Doors to Other AI Models
At the same time, Google continues to update its Gemini offering, which the company claims now provides over two billion AI assists to business users each month. The latest enhancements include new tools like Workspace Flows, which automate multi-step workflows across apps using AI agents, and deep data analysis features in Sheets.
But by welcoming third-party AI models like Claude, Google is building a more flexible, interconnected ecosystem — one that allows organizations to tailor their productivity stack with the AI tools that best fit their needs.
Google's open approach contrasts with Microsoft’s exclusive partnership with OpenAI, which tightly integrates Copilot and GPT models into the Microsoft 365 environment. The result is a rapidly evolving landscape where the ability to seamlessly orchestrate multiple AI agents and automate entire business processes is becoming a key differentiator.
The Benefits of a Multi-Model and Multi-AI Assistant Approach
Introducing these capabilities into Workspace represents a continuation of Google's multi-model strategy, given its existing support for Claude and other third-party models within Google Vertex AI, Vertesia CEO and co-founder Eric Barroca told Reworked.
Broadly speaking, a multi-model approach is beneficial, as it promotes competition among model providers and allows users to select the most effective tool for their specific tasks, Barroca said. But in this case, the significance extends beyond the AI model itself; it includes the user experience, interface and functionality of the assistant.
Google is partnering with providers who excel in creating high-quality assistant experiences. "This is ultimately a win for end users, particularly as competition intensifies with Microsoft's aggressive AI strategy," he said.
Barroca also noted that Microsoft currently limits Copilot to OpenAI's GPT models, specifically GPT-3.5 and GPT-4, and has not yet incorporated OpenAI’s O series reasoning models.
Google's decision to offer multiple models and choice of assistant experiences gives it a strategic advantage by providing greater flexibility to users. The move could potentially signal a broader, more platform-agnostic approach to workplace AI tools, to differentiate from Microsoft's more exclusive partnership with OpenAI.
“Having multiple AI assistants within the same productivity suite offers the advantage of increased competition among providers, which encourages differentiation and ultimately helps better address diverse user needs,” Barroca said. Like the developer tools ecosystem, where competition among model and assistant providers drives innovation, introducing this dynamic into office-oriented AI assistants can lead to richer, more tailored user experiences.
The Pros and Cons of a Multiple AI Assistant Approach
Opening up Workspace to third-part tools is a “significant” strategic shift, Wirpro’s director of enterprise technology Chintan Mota added — and it's not just about staying competitive. Organizations need to accept that the future of productivity is open, integrated and flexible AI, he said.
"[Google's] move signals that top AI players are recognizing a key trend in enterprise tech that no single AI model will fit every business and every business use case,” he continued. By allowing integrations with Claude and likely others in the future, Google is positioning Workspace as a flexible and neutral foundation rather than a closed ecosystem.
However, Mota calls embedding multiple AI assistants into a single productivity suite a double-edged sword. While it can create flexibility and allow teams to effectively control cost, performance or accuracy, it can also lead to a fragmented and complex experience, with users confused about which AI to use for what task, he said.
Multi-AI assistants also result in higher complexity in governance, as the AIs would interact with sensitive data across the Google suite of products, Mota added, making clear policies around usage, data access, auditing and bias tracking essential.
Due Diligence Before Adopting Multiple AI Models
Before a company chooses to open their platform to a multi-model approach, it should weigh the potential benefits, such as access to specialized AI features and enhanced innovation, against the inherent risks, including data security breaches, compliance complexities and governance challenges, Promevo CTO John Pettit told Reworked.
The decision to do so is akin to deciding to hire a specialized external consultant for a project. “They might bring unique expertise, but you need to ensure they follow your company's security protocols and data handling policies,” Pettit said.
Organizations should establish clear governance policies, implement robust security measures like encryption and access controls, conduct due diligence on third-party AI vendors and carefully define data access permissions, he advised. They should also monitor AI usage and provide user training to ensure responsible and secure adoption.
Once that is done, Pettit said having multiple AI assistants within Workspace offers the potential for diverse functionalities and the ability to tailor AI assistance to specific tasks, much like having a team of specialists versus a single general assistant. This could and should lead to a better, more specialized user experience. However, the presence of multiple AI assistants could confuse and overwhelm employees if their functionalities overlap or are not clearly differentiated, he added.
Ensuring seamless integration and interoperability between different AI assistants will be crucial to avoid a fragmented and potentially frustrating user experience. Ultimately, the success of having multiple AI assistants hinges on clear guidance, intuitive integration and distinct specializations that enhance, rather than complicate, the user's workflow, Pettit said.
Google's Vision of an AI Marketplace?
The move strongly suggests Google is building toward an AI-powered add-on marketplace for Workspace, ISG's Dee Anthony said. "By enabling Claude, they’re opening the door for other developers to create specialized AI tools — potentially for finance, compliance or creative applications — much like Salesforce’s AppExchange,” he said.
This could transform Workspace into a versatile enterprise hub, especially if niche AI providers join the ecosystem, Anthony continued. Google must provide clear developer guidelines and maintain a consistent user experience to avoid fragmentation — but if it succeeds, it could challenge Microsoft’s closed approach and reshape Workspace’s app ecosystem.
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Anthony also said Google’s strategy points to a broader trend toward AI-neutral platforms, where users can choose the best AI for their needs without being locked into one vendor. The result is more choice for customers and more opportunities for innovation. However he noted companies must address challenges around compatibility, data security and user experience to make it viable.
“While Microsoft may continue prioritizing Copilot’s integrated model, Google’s openness could push the industry toward more flexible ecosystems, creating opportunities for new entrants and greater choice for users,” Anthony concluded.
Editor's Note: Catch up on other AI workplace developments:
- Google Preps Gemini 2.0 and Folds AI Into New Workspace Pricing — While Gemini 2.0 isn't generally available yet, Google has released an "experimental" version to developers and updated Workspace pricing to include Gemini.
- Box Is Building Its AI Agent Vision, One LLM Integration at a Time — Box has been incorporating new LLMs as fast as vendors release them. A look at how this fits into the company's vision of the AI-first enterprise.
- Hyland Pivots From ECM Pioneer to AI-Driven Enterprise Automation — A dramatic rebrand at Hyland found the 30+ year old ECM leader switching gears to become an AI-powered automation powerhouse. What's behind the move?