The news: Google launched NotebookLM Plus, a subscription-based version of its research tool tailored for enterprises, teams, and individuals. It has been lauded for its ability to create AI podcasts from text documents and was recently featured in Spotify Wrapped.

• NotebookLM Plus, a $20-per-user-per-month service, is part of Google Cloud’s new platform for AI-powered agents, Agentspace.
• Key upgrades include five times more notebooks, Audio Overviews, and enhanced customization options—including notebook style, tone, sharing, and advanced analytics.

Game-changing feature: Google says early adopters of NotebookLM have generated more than 350 years’ worth of Audio Overviews, and paid users can now join the conversation with AI podcast hosts.

• AI podcast listeners can press a “Join” button to interrupt the hosts and speak to ask questions. After a short pause, one of the AI hosts responds to the questions in real time.
• Users that join conversations can get the AI hosts to elaborate on certain topics, similar to using specific prompts to zero in on desired AI chatbot answers.
• The tool can generate engaging 5- to 10-minute podcasts from documents—creating easily shareable content without the need for podcast voice talents, scriptwriters, or a production team. 
• Google cautions that the feature is experimental and the “hosts may also pause awkwardly before responding or [may] occasionally introduce inaccuracies.”

Though innovative, hearing the same two AI hosts in podcasts may quickly grow tiresome. 

In with the agents: Agentspace connects NotebookLM Plus with enterprise data and applications “alongside agents that can analyze documents and emails, translate files, and bring in data from third-party repositories,” said Raj Pai, vice president of Cloud AI at Google.

• Shared team notebooks, which are stored in Google Workspace or Agentspace, get usage analytics and improved security features. 
• Google says customers will soon be able to build custom agents using a low-code tool that meets enterprise security and privacy requirements.

Our take: NotebookLM Plus is coming to market just as key team members left the company to launch a stealth AI startup. Expect copycat generative AI (genAI) services from competing AI companies.

Google can ride its first-mover advantage to push adoption and subscriptions among the 66% of B2B senior marketers who are already using genAI solutions.

This article is part of EMARKETER’s client-only subscription Briefings—daily newsletters authored by industry analysts who are experts in marketing, advertising, media, and tech trends. To help you finish 2024 strong, and start 2025 off on the right foot, articles like this one—delivering the latest news and insights—are completely free through January 31, 2025. If you want to learn how to get insights like these delivered to your inbox every day, and get access to our data-driven forecasts, reports, and industry benchmarks, schedule a demo with our sales team.