What: Google DeepMind establishes a specialised team to develop AI models capable of simulating interactive, real-world environments, led by former OpenAI Sora co-lead Tim Brooks.

Why it is important: This initiative could bridge the gap between current e-commerce capabilities and fully immersive retail environments, offering retailers new ways to create and test interactive shopping experiences before physical implementation.

Google's strategic expansion into world simulation AI marks a significant development in the technology sector, with the formation of a new team under the leadership of Tim Brooks, former co-lead of OpenAI's Sora video generator. This initiative, positioned within Google DeepMind, aims to develop sophisticated AI models capable of simulating physical world environments in real-time. The team will collaborate with Google's existing Gemini, Veo, and Genie teams, focusing on scaling models to maximise computational capabilities. Their mission extends beyond basic simulation, encompassing visual reasoning, planning for embodied agents, and real-time interactive entertainment. The project builds upon Google's latest Genie model, which has already demonstrated the ability to generate diverse playable 3D worlds. However, this advancement raises important considerations regarding copyright and creative industry impact, particularly in gaming and animation sectors where AI's role continues to evolve. Google's approach to these challenges, including its stance on YouTube video training data, will be crucial in shaping the technology's implementation and industry reception.

IADS Notes: Google's formation of a new world simulation AI team under Tim Brooks comes at a pivotal moment in retail's technological evolution. In October 2024, Google demonstrated its commitment to immersive retail experiences by revamping its Shopping platform with AR and AI features , laying the groundwork for more sophisticated virtual environments. This development aligns with growing consumer acceptance of AI in retail, as evidenced by a December 2024 BCG survey showing 38% of shoppers embracing GenAI tools . The potential impact of world simulation AI is particularly significant given Walmart's successful implementation of immersive shopping environments through "Walmart Realm" in June 2024 , and its impressive use of AI to enhance 850 million product catalog data points in August 2024 . These advancements suggest that Google's new team could revolutionise how retailers create and manage virtual shopping experiences, potentially bridging the gap between traditional e-commerce and fully immersive retail environments.

Google forms AI team for real-world simulations