At the recent Google for India keynote, the tech giant unveiled a series of notable advancements aimed at enhancing user experience and security in the Indian market. With a focus on artificial intelligence (AI), Google introduced updates across various platforms, including the Gemini Live AI assistant, which now boasts the ability to understand and converse in nine Indian languages. Additionally, Google Pay is expanding its offerings to include lending and credit options, while Android is piloting enhanced fraud protection mechanisms to safeguard users from scams.
Android: The demographic, and the threat
Google acknowledges its pivotal role in establishing a protective barrier for smartphone users, particularly given Android’s commanding global market share of 71.65%, which soars to an impressive 95.73% in India. The company is taking proactive measures to fortify the Android operating system against various scam tactics, including those that exploit screen sharing to capture sensitive information such as one-time passwords (OTPs) and messages.
The new enhanced fraud protection feature, integrated into the Google Play Protect suite, will now pause the installation of unverifiable apps, prompting users to allow a scan before proceeding. Eugene Liderman, Director of Mobile Security Strategy at Google, elaborated on this initiative, stating, “Google Play Protect has always done some on-device assessing. Now, when a new app is being downloaded that we’ve no knowledge of, the install will be paused and there will be a prompt for the user to allow a scan.”
These enhancements build on last year’s introduction of real-time scanning for apps already installed on Android devices. The updated system will proactively scan app permissions, particularly those requesting access to incoming message notifications or the ability to read messages, effectively blocking potentially harmful installations.
Furthermore, the initiative aims to combat the risks associated with side-loading apps from unofficial sources, which can often lead to malware exposure. Sugandh Saxena, CEO of the Fintech Association for Consumer Empowerment, emphasized the importance of these measures, stating, “Our work tells us that fraudsters are misusing open web links to distribute malicious apps to harm customers in various ways.”
Reliance on AI, across products
In a bid to democratize AI access, Google is enhancing its services across Gemini, Search, and Maps. The revamped Gemini assistant, which has replaced Google Assistant on Android, will soon support nine Indian languages, starting with Hindi and expanding to include Bengali, Gujarati, Kannada, Malayalam, Marathi, Telugu, Tamil, and Urdu in the coming weeks.
Additionally, the Search AI Overviews will now utilize Gemini models to provide generative AI results in multiple languages, while Google Lens will leverage AI to offer insights based on what users capture with their cameras. Google Maps is also set to enhance user experience by summarizing reviews and employing AI-powered image recognition to facilitate exploration.
A foray into finance, for consumers
Google Pay is making significant strides in the financial sector by partnering with non-banking financial companies (NBFCs) such as Aditya Birla Finance Limited and Muthoot Finance to introduce credit and lending options. This initiative aims to provide valuable financial solutions, particularly gold-backed loans, to millions of users, especially in rural areas. Google asserts that AI will play a crucial role in clarifying repayment cycles, eligibility criteria, and equated monthly installments (EMIs).
Initiatives for India, beyond the products
Beyond product enhancements, Google.org has announced initiatives aimed at fostering education and AI literacy in India, including a million grant to the Central Square Foundation to promote AI awareness among students, educators, and parents. In collaboration with Rocket Learning, Google.org is also developing an AI-powered personalized coaching application for early childhood development.
Looking ahead, Google plans to establish a new Google Safety Engineering Center (GSEC) in India next year, focusing on developing security and online safety products tailored to local users. This initiative aims to address online safety challenges, enhance user protection against scams and fraud, and advance research and development in the field.
