Paul Greco’s departure from Google raises questions about the technology giant’s ability to achieve its ambitions in the field of augmented reality.
Google’s augmented reality team has suffered another loss with the departure of Paul Greco, vice president of engineering. Google has been facing challenges in developing its augmented reality hardware, and Greco’s departure further highlights the company’s struggles in executing its AR strategy.
Last year, a report revealed that Google’s augmented reality plans were plagued by strategy changes, canceled projects, and high-profile departures. The company’s interest in AR hardware has focused on developing AR glasses and a mixed reality headset similar to Apple’s Vision Pro. However, technical hurdles, strategic changes, and the departure of key personnel have hindered progress.
Earlier this year, Google halted its Project Iris and the development of its augmented reality chips. Clay Bowvor, Google’s XR lead, left the company shortly after, throwing the AR division into disarray. Mark Lukowski, who led the development of Google’s augmented reality operating system, also departed, citing Google’s uncertain commitment and vision in the AR space.
Despite these setbacks, Google remains determined to pursue its ambitions in augmented reality. The company has formed a new team to work on AR monoculars and binoculars, along with the corresponding operating system that Google plans to license to partners. Google is also collaborating with Samsung on an XR headset.
However, Google’s struggles to establish a consistent AR strategy may hinder its ability to compete with companies like Apple, which have taken a more targeted approach to augmented reality.
The challenges faced by Google reflect the broader difficulties technology companies encounter in the development of augmented reality devices. The departure of key players, including Paul Greco, raises questions about Google’s ability to effectively execute its AR strategy.
With frequent changes in strategy and project cancellations, Google’s lack of direction may come at a cost. The company must address these challenges and establish a clear vision to compete in the rapidly evolving field of augmented reality.
