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With Whisk, users can provide images that represent subjects, settings, or artistic styles, and the AI seamlessly blends them into a single creation. Unlike a conventional image editor, Whisk is designed as a creative inspiration tool rather than for detailed professional editing, Google explained in a blog post.
Tech giants like Google and OpenAI continue to develop consumer-facing AI products, despite concerns about the risks associated with unregulated AI advancements. Since OpenAI launched its text-to-image generator, DALL-E, in 2021, AI-generated artwork has surged in popularity. Google’s Whisk builds on this trend but functions as an image-to-image generator rather than relying solely on text prompts.
Whisk also allows users to "remix" their creations by tweaking inputs, changing categories, and generating variations like plush toys, enamel pins, or stickers. While text input is optional, it can be used to refine specific details.
“Whisk enables users to experiment with subjects, settings, and styles in innovative ways, making visual exploration fast and dynamic rather than focusing on pixel-perfect editing,” said Thomas Iljic, Director of Product Management at Google Labs.
Whisk is built on Google DeepMind’s advanced generative AI technology, leveraging Gemini (Google’s core AI system launched in December 2023) and Imagen 3, DeepMind’s latest text-to-image generator.
When users upload images, Gemini generates a descriptive caption, which is then processed by Imagen 3 to create the final AI-generated image. This approach captures the essence of the subject rather than replicating it exactly, meaning the output may have subtle differences in attributes like height, hairstyle, or skin tone.
Google previously faced criticism when it launched Gemini’s text-to-image generator in February, as early versions produced historically inaccurate images.
Whisk is currently available in its early stages via Google Labs as a web-based tool for U.S. users.
Google’s launch of Whisk comes as OpenAI unveils Sora, a text-to-video generator, intensifying the competition for AI-driven consumer products.
Dan Ives, Managing Director and Senior Equity Analyst at Wedbush Securities, described Whisk as another "power move" in Google’s AI strategy. He emphasized that DeepMind is a major asset for the company, with AI playing a central role in Google's 2025 product lineup—including a new Android OS developed in collaboration with Samsung and Qualcomm.