Google Labs
Google Labs is Google's home for AI experiments, serving as a platform to discover, test, and refine early-stage AI prototypes and tools. Its mission is to empower anyone to experiment with Google's latest AI technology and help shape the future of AI by responsibly scaling experiments into everyday products.
Founding Story
Google Labs was originally launched in 2002 as a public-facing 'playground' where users could interact with early prototypes and provide direct feedback, embodying Google's '20% time' innovation policy. It operated until 2011 when it was shut down by Larry Page to focus resources on core products ('more wood behind fewer arrows'). The division was revived internally in 2021 under Clay Bavor to oversee high-potential, long-term projects including AR/VR and Area 120. In 2023, Google Labs was relaunched as a public platform specifically focused on rapid AI experimentation in the 'agentic era,' now led by Josh Woodward.
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Leadership
Founders
Google Inc. (Larry Page and Sergey Brin as company founders)
Original Google Labs launched in 2002 as an internal division of Google. The modern iteration was revived in 2021 internally under Clay Bavor, then relaunched publicly in 2023 focused on AI experimentation.
Executive Team
Josh Woodward
Vice President, Google Labs and Gemini App
Google veteran who co-founded Google's Next Billion Users effort and helped create Chromebooks. Previously served as Senior Director of Product Management before being promoted to VP. Took over Gemini app leadership in addition to Google Labs. Known as one of Google's most beloved leaders, credited with turning around the Gemini app and growing its MAUs significantly.
Steven Johnson
Co-founder and Editorial Director, NotebookLM; Google Labs Editorial Director
Bestselling author of 14 books on science, technology, and innovation including 'The Infernal Machine'. Joined Google Labs in summer 2022. Co-founded NotebookLM and leads editorial direction for Google Labs projects.
Business Model
Revenue Model
Google Labs operates as an innovation division within Google/Alphabet. Revenue is generated through: 1) Subscription services (NotebookLM Plus, AI Ultra at $250/month), 2) Integration into Google Workspace and Google One subscriptions, 3) API access through Google Cloud/Vertex AI for enterprise customers, 4) Experimental products that may transition to revenue-generating core products. Primary focus is on rapid innovation and product-market fit discovery rather than immediate monetization.
Pricing Tiers
Access to most Google Labs experiments including NotebookLM, ImageFX, MusicFX, and other tools. Available to users in eligible countries.
Enhanced NotebookLM features with higher usage limits, priority access, and enterprise features.
Gemini Advanced access, NotebookLM Plus, Workspace integration, and other premium AI features.
VIP access to cutting-edge AI from Google. Includes Gemini 2.5 Pro with 1M token context window, access to all experimental agents (Project Mariner, Jules), Whisk, NotebookLM Plus, priority support, and early access to new features. Announced at Google I/O 2025.
Enterprise access to underlying models (Veo, Imagen, Gemini) through Google Cloud Platform with custom pricing.
Target Markets
- AI researchers and developers
- Creative professionals (musicians, artists, designers)
- Content creators and marketers
- Students and educators
- Knowledge workers and productivity users
- Enterprise and business teams
- AI research and experimentation
- Creative content generation (music, images, video)
- Productivity and workflow automation
- Educational content creation and learning
- Marketing content development
- Code generation and development assistance
- Individual users across 200+ countries
- Students and educators
- Enterprise customers through Google Workspace
- Developers building on Google Cloud/Vertex AI
History & Milestones
Google I/O 2025: Announcement of AI Ultra subscription ($250/month) and Gemini 2.5
NotebookLM gets redesign, audio interactivity, and launches CC productivity agent
Launch of ImageFX and MusicFX generative AI tools
Announcement of VideoFX (Veo) at Google I/O 2024
NotebookLM introduces viral Audio Overview feature
5 AI Tools by Google Labs
Google Flow
16dGoogle Flow is an AI-powered generative media tool from Google Labs for creating and experimenting with video and creative content.
Google Labs AI experiment for exploring and creating with generative AI technology.
Whisk
2moAn experimental AI image generation tool from Google Labs that lets you create images by combining visual references.
Pomelli
2moAI marketing tool from Google Labs that analyzes your website to generate on-brand campaigns, product photos, and animated content for SMBs.
Stitch
2moAI-powered UI design tool by Google that transforms text prompts and images into mobile and web application designs.
