>They just need a new CEO and to feel enough pressure to make it a company priority.
Sundar made machine learning a company priority years ago. Employees were encouraged to take machine learning courses, and much in the same way Google made everything "mobile first" in the early 2010s, I believe I remember hearing about them making everything "ML first" in the early late 2010s.
You can see their announcements at IO around their assistant which they presented as having the ability to call physical businesses, have a conversation with the person on the other ends, and book you an appointment/reservation.
And as recently as ChatGPT3, Sundar declared a "code red" to respond to it.
Google has been investing in this tech for a long time and it's been looking for ways to create products with it too. It's just that OpenAI leapfrogged them. I'm not saying they won't catch up, but they weren't caught flatfooted here.