Alphabet’s Google is strategically positioning itself in the AI landscape, even as it faces unprecedented regulatory challenges. The company aims to influence public perception and policies on artificial intelligence ahead of a global wave of AI regulation.
A key priority for Google is building educational programs to train the workforce on AI. “Getting more people and organizations, including governments, familiar with AI and using AI tools, makes for better AI policy and opens up new opportunities – it’s a virtuous cycle,” said Mr. Kent Walker, Alphabet’s president of global affairs.
As Google competes with Big Tech rivals like Microsoft-backed OpenAI and Meta, it remains mindful of the heavy regulatory scrutiny on its existing advertising and search businesses. In the European Union (EU), Google has offered to sell part of its ad tech business to appease regulators. In the US, the Justice Department is attempting to force a breakup of its Chrome Web browser, though this may shift under the administration of President Donald Trump. Globally, governments are drafting new regulations on issues exacerbated by AI, such as copyright and privacy.
The EU AI Act, which seeks to assess risk and require disclosures from general-purpose AI systems, has faced pushback from tech giants, including Google. The DOJ has also sought to curtail Google’s advances in AI as part of a federal case that found its search business to be an illegal monopoly.
Despite these challenges, Google executives see an opportunity to shape the narrative around AI, addressing emerging fears of mass job loss. In September 2024, CEO Sundar Pichai announced a $120 million investment fund to build AI education programs. Top executives, including Mr. Walker and Ms. Ruth Porat, president and chief investment officer, are engaging with governments globally to discuss policy recommendations.
“There’s a lot of upside in terms of helping people who may be displaced by this. We do want to focus on that,” Mr. Walker said. Efforts include expanding the Grow with Google program, which provides training tools for businesses and teaches workers skills like data analysis and IT support. In December 2024, the company reported that 1 million people had obtained a certificate from the program, with new specialized courses related to AI being added.
Google also aims to increase public-private partnerships, with initiatives like the “Skilled Trades and Readiness” program, which trains workers for potential jobs constructing data centers and incorporates AI education.
Mr. Walker emphasized the importance of objective credentials for workers. “What really matters is if you have some sort of objective that people are working towards, like a credential that people can use to apply for a job,” he said.
In the long term, Mr. Walker expects a small fraction of existing jobs to be entirely displaced by AI. Studies commissioned by Google, Goldman Sachs, and McKinsey suggest that AI will be incorporated into most jobs in some capacity. To prepare for this shift, Google has hired economist David Autor as a visiting fellow to study the impacts of AI on the workforce. Mr. Autor advocates for the use of AI to create more immersive training programs.
“The history of adult retraining is not particularly glorious,” Mr. Autor said. “Adults don’t want to go back to class. Classroom training is not going to be the solution to a lot of retraining.”