Google, We Apologize, But That Pixel Event Was Really Awkward

“I P 6 8! I P 6 8!,” shouted late-night host Jimmy Fallon, trying and failing to convey genuine excitement over the new Pixel smartphones. Fallon, apparently unfamiliar with the term, neglected to recognize that IP68 — which indicates water resistance — isn’t particularly thrilling as a selling point; indeed, this feature has been part of Google’s Pixel range since the 2018 Pixel 3. For context, we are now at Pixel 10.

In an odd display that underscored the tendency to overhype anything AI-related, Google pulled out all the stops for its Pixel 10 live event this Wednesday.

Google’s new devices are certainly fascinating in their own right, illustrating how the company integrates AI into daily tasks such as photography, texting, call translation, and practical assistance.

However, the awkward event left the impression that Google was out of touch. It seems the company felt pressured to generate buzz to make up for a scarcity of technological innovations, an unnecessary effort. Regardless of public reception, Google is racing ahead of Apple to bring AI to consumers via smartphones. A focus on real-world applications — rather than celebrity endorsements featuring racecar drivers, basketball stars, and fitness instructors — would have benefited them greatly.

Instead, Google chose to generate excitement through paid celebrity appearances featuring Fallon, Stephen Curry, podcaster Alex Cooper, the Jonas Brothers, and others. The end result was a muddled, awkward, and at times almost QVC-like sales pitch that Reddit users quickly labeled “unwatchable.”

Much of this awkwardness stemmed from Fallon’s performance.

Attempting to blend his comedic late-night persona into a corporate environment, he appeared largely uninterested in the technology, leading to an exaggerated display of enthusiasm that felt insincere.

“This is thrilling. It’s like a Taylor Swift album announcement for tech enthusiasts,” he began, alienating the diverse audience genuinely interested in the latest smartphone and AI advancements.

In an attempt to represent “the average consumer” — whoever Google’s marketers envision that to be — Fallon posed trivial questions, such as the meaning of “agentic,” the buzz surrounding AI in smartphones, or what a “walled garden” means.

These basic inquiries elicited simplified responses from Google executives, including Rick Osterloh, Senior Vice President of Platforms & Devices — a title Fallon humorously remarked sounded “made up.” (It appears to be a straightforward title compared to more eccentric tech titles like chief happiness officer or digital prophet.)

Consequently, the answers were simplified for casual users, despite the fact that these audiences often possess significant interest in the specifics regarding the AI models employed, their functionality, or whether their privacy is compromised when using AI on personal devices.

Throughout the event, Fallon displayed little reaction or curiosity toward engaging details, such as when Osterloh mentioned the incorporation of Google’s AI assistant Gemini into augmented reality glasses. Yet, he pretended to be an enthusiastic user of some tech, like Circle to Search, which enables users to conduct Google searches by tapping, circling, or highlighting anything visible on their screen.

At one point, Fallon showcased signs with quotes supposedly from Reddit users praising the Pixel phones. “This first user states, ‘whenever I’m using a phone without Circle to Search, I feel like I’m in the Stone Age,’” Fallon quipped. (Surely, no one has ever genuinely said that, especially not a Redditor.)

Later, Fallon gave Google’s Vice President of Marketing, Adrienne Lofton, a hug as though they were long-time friends, feigning excitement over a presentation of smartphones, watches, and earbuds. (Meanwhile, Osterloh opted for a quick handshake followed by a pat on the back.)

Lofton, donning a denim tuxedo jacket, struggled to make the marketing jargon seem casual.

Instead, it began to feel reminiscent of archaic home-shopping channels like QVC or HSN, where salespeople extol the products’ virtues while their sales figures soar with each compliment.

Lofton: “We’re enhancing the most exceptional smartphone in the world, and we’re elevating our own standards with the 10. It’s powerful, swift, and you must feel the finish on the edges and the camera bar.”

Fallon: “Ooh, silky!”

Lofton: “Do you see what I mean? The aesthetic design is phenomenal, and it’s a Pixel. Thus, the camera is top-tier. And the colors? We believe — look at this palette. We feel these colors are extraordinarily attractive.

Fallon: “Well, let’s keep it PG; it’s Wednesday afternoon.“

The awkwardness was tangible.

Towards the event’s conclusion, additional celebrities made appearances, both live and pre-recorded. The Jonas Brothers even created a music video using a Pixel phone that aired at the end of the event.

Only a small portion of the celebrity interactions felt authentic. Cooper appeared genuine and natural, much like her typical interviews. A brief conversation with photographer Andre D. Wagner also marked a moment of sincerity as he talked about his art and technique.

While it makes sense for Google to distinguish its event from Apple’s format to spotlight its technological and software advancements, the crucial question remains: who are tech announcements really for if not the tech-savvy audience? Google shouldn’t have to rely on gimmicks to connect with mainstream tech enthusiasts; it merely needs to place its phones in the hands of genuine influencers, like Marques Brownlee. (Fortunately, they have done this as well.)

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