Most Gemini users have no idea their AI assistant can be customized into specialized experts. Tucked away inside Google's Gemini platform are 'Gems' — custom AI assistants that can be tailored for specific tasks like coding, writing, research, or even role-playing a personal coach. Launched in late 2024 alongside Gemini Advanced, Gems let users define instructions, personality, and knowledge boundaries, creating a dedicated AI agent that performs consistently without requiring repetitive prompt engineering.
Google quietly rolled out Gems to compete directly with OpenAI's custom GPTs, which launched for ChatGPT Plus subscribers a year earlier. While both products aim to let users build reusable AI helpers, Gems integrate deeper with Google's ecosystem — Workspace apps, Search, and YouTube — and benefit from Gemini's native multimodal capabilities. The feature is available on web and mobile, but many users still overlook it buried in the settings or sidebar menu.
To create a Gem, users navigate to the Gemini app, select 'Gems' from the sidebar, and click 'Create a Gem'. They name it, write a system prompt describing its role and constraints, and optionally upload knowledge files. Once saved, the Gem appears as a dedicated chat session that remembers its instructions permanently. Google provides templates for common roles like 'Editor', 'Brainstormer', and 'Career Coach', which can be used as starting points. The process mirrors building a custom GPT, but with a cleaner interface and integration with Google's services like Drive and Gmail.
Industry analysts note that Gems mark a strategic pivot for Google: instead of competing purely on model size or reasoning benchmarks, the company is betting on personalization and utility. By letting users create niche experts — a legal document reviewer, a children's story writer, a travel planner — Google hopes to increase daily active usage and differentiate from ChatGPT, which remains the consumer favorite. However, Gems are locked behind the Gemini Advanced subscription ($19.99/month), limiting their reach and potentially slowing adoption.
Looking ahead, expect Google to expand Gems with agentic capabilities — allowing them to execute actions like sending emails, booking calendars, or making API calls. If Google integrates Gems with Project Mariner (its browser automation tool) and the new AI agents announced for Workspace, custom Gems could become the building blocks of personal AI workflows. The hidden gem of Gemini is only beginning to shine.
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Gemini Gems: What They Are and How to Make One
Tucked away in Gemini are custom AI experts you’re probably not using.
Blake Stimac
CNET
2 min read
6/10
Key Takeaways
- Gemini Gems are custom AI assistants that users can create with specific instructions and knowledge, available only in the Gemini Advanced subscription ($19.99/month).
- Google launched Gems in late 2024 to rival OpenAI's custom GPTs, which had been available since November 2023.
- Templates for common roles (e.g., Editor, Brainstormer, Career Coach) help users get started without writing prompts from scratch.
- Gems integrate with Google Workspace (Docs, Gmail, Drive) and can access real-time information from Google Search and YouTube.
- As of early 2025, users can save up to 50 custom Gems per account, with sharing links to collaborate or distribute specific assistants.
Frequently Asked Questions
Gemini Gems are custom AI assistants that you can create inside Google's Gemini platform. They follow a specific set of instructions you define, making them behave like expert helpers for tasks such as writing, coding, research, or coaching.
To make a Gemini Gem, open the Gemini app (web or mobile), go to the sidebar menu, and select 'Gems'. Tap 'Create a Gem', give it a name, write a detailed instruction prompt, and optionally upload knowledge files. Save it, and your Gem is ready to use.
Gemini Gems can perform any task you design them for, such as editing text, brainstorming ideas, planning trips, tutoring in a subject, or drafting emails. They remember your custom instructions across conversations and can integrate with Google Workspace tools.
Gemini Gems are Google's answer to OpenAI's custom GPTs. While both let you build personalized AI assistants, Gems are more deeply integrated with Google's ecosystem (Drive, Gmail, Search) and cost $19.99/month as part of Gemini Advanced. Custom GPTs are available to ChatGPT Plus subscribers at $20/month.
No, Gemini Gems require a Gemini Advanced subscription, which costs $19.99 per month (or $19.99 as part of Google One AI Premium). The free tier of Gemini does not include this feature.
You should use Gemini Gems if you frequently ask Gemini the same kind of questions. Instead of writing new prompts each time, you can create a dedicated Gem that already knows your requirements, saving time and ensuring consistency. They're ideal for repetitive tasks like formatting reports, analyzing data, or generating content in a specific style.
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