Google Cloud and Imagine Marketing, the parent company of Indian audio and wearables brand boAt, have partnered to bring Google Gemini-powered artificial intelligence features to boAt’s upcoming Crest AI range of smart audio devices.
The collaboration will integrate Gemini Live into Crest AI, boAt’s AI platform for its next generation of audio products. The companies are positioning the technology around conversational and personalised voice interactions, allowing users to communicate with their devices using more natural language instead of relying primarily on predefined voice commands.
Crest AI will use Google Cloud infrastructure and the multimodal capabilities of Gemini Live through the Gemini Enterprise Agent Platform. The system is designed to process contextual and complex queries in real time while accounting for regional linguistic nuances and dialects, an area the companies are focusing on as they target users across India.
The planned capabilities extend beyond general voice queries. Crest AI-powered devices are expected to support functions including device controls, music playback, productivity tasks, language translation and frequently asked questions. The companies are seeking to develop the devices as conversational AI companions rather than conventional audio products with basic voice-assistant functionality.
The devices will also integrate with Google Workspace. This will allow users to interact with services including Gmail, Google Tasks and Google Calendar through voice commands, adding hands-free productivity features to boAt’s audio hardware.
Gaurav Nayyar, CEO of boAt, said the integration represents the company’s effort to move beyond basic voice assistants towards conversational agents that can handle a broader range of queries and tasks. He added that the Google Cloud partnership would help boAt scale these capabilities as it explores ambient computing applications in India and other markets.
Sashi Sreedharan, Managing Director of Google Cloud India, said voice and vernacular interactions are an important area for AI adoption in India. He added that Google Cloud’s infrastructure could support boAt in scaling Gemini-powered experiences to a large user base.
The partnership comes as consumer electronics companies increasingly integrate generative AI directly into devices. Google has also been expanding Gemini across its own hardware ecosystem, including smartwatches, where the assistant supports natural voice queries and hands-free tasks.
For boAt, the collaboration adds an AI software layer to its consumer hardware portfolio as it looks to differentiate future audio products through conversational capabilities and connected services.
Exact device names, pricing and the commercial launch timeline for the first Crest AI-powered products have not yet been announced.
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