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In November 2022, OpenAI launched ChatGPT, a chatbot based on the GPT-3 family of large language models (LLMs).[10][11] ChatGPT gained worldwide attention, becoming a viral Internet sensation.[12] Alarmed by ChatGPT's potential threat to Google Search, Google executives issued a "code red" alert, reassigning several teams to assist in the company's artificial intelligence (AI) efforts.[13] Sundar Pichai, the CEO of Google and parent company Alphabet, was widely reported to have issued the alert, but Pichai later denied this to The New York Times.[14] In a rare move, Google co-founders Larry Page and Sergey Brin, who had stepped down from their roles as co-CEOs of Alphabet in 2019, attended emergency meetings with company executives to discuss Google's response to ChatGPT.[15] Brin requested access to Google's code in February 2023, for the first time in years.[16]

Google had unveiled LaMDA, a prototype LLM, earlier in 2021,[17][18] but it was not released to the public.[19] When asked by employees at an all-hands meeting whether LaMDA was a missed opportunity for Google to compete with ChatGPT, Pichai and Google AI chief Jeff Dean said that while the company had similar capabilities to ChatGPT, moving too quickly in that arena would represent a major "reputational risk" due to Google being substantially larger than OpenAI.[20][21] In January 2023, Google Brain sister company DeepMind CEO Demis Hassabis hinted at plans for a ChatGPT rival,[22] and Google employees were instructed to accelerate progress on a ChatGPT competitor, intensively testing "Apprentice Bard" and other chatbots.[23][24] Pichai assured investors during Google's quarterly earnings investor call in February that the company had plans to expand LaMDA's availability and applications.[25]