Did Google kill Gmailify because it became too expensive to maintain in the AI era?
The hidden cost of AI might be why Google is shutting down Gmailify.
This article may contain personal views and opinion from the author.
As recently reported, Google is officially pulling the plug on Gmailify, the handy feature that let you manage non-Google accounts like Outlook or Yahoo with Gmail perks. While the company cites low usage, the timing suggests that the massive cost of powering new Gemini AI tools might be the real reason your outside inbox is getting the boot.
If you are one of the few people who used Gmailify to make your Yahoo or Outlook inbox look and act like Gmail, I have some bad news. Earlier this week it was revealed that Google is sunsetting the service that allowed users to "link" third-party accounts. This means you will no longer get Gmail-exclusive features like spam protection or better search for your non-Google addresses. The process of moving away from this feature has already begun this month.
For most people, this change might go unnoticed, but for those who liked having a unified inbox, it will be disruptive. If you juggle a work Outlook account and a personal Gmail, having them work the same way was a huge plus. Now, you are forced to either fully move your old accounts to Google or deal with a basic experience for your non-Google mail.
It really shows that the walls around these apps are getting higher. If a company is going to give you cutting-edge AI, they want to make sure you are 100% on their team first. In this case, this is Google reacting and becoming more protective of their resources and less willing to spend them on users who aren't fully in their ecosystem.
I have always been a fan of tools that make our digital lives simpler, so seeing Gmailify go is a bit of a bummer. However, I can’t say I’m surprised. AI is changing the math for these big tech companies. If a feature isn't making them money or giving them valuable data, it’s usually the first thing to get cut.
Personally, I think this is a sign of things to come. We are moving toward a world where you have to choose a side. If you want the best AI tools, you have to be willing to go all-in with one company. Using a middleman service like Gmailify just doesn't fit into Google’s new vision.If you are a Gmailify user, you should probably start looking into third party mail clients that support a unified mailbox that supports different services.
Gmail is closing its doors to outside accounts
If you are one of the few people who used Gmailify to make your Yahoo or Outlook inbox look and act like Gmail, I have some bad news. Earlier this week it was revealed that Google is sunsetting the service that allowed users to "link" third-party accounts. This means you will no longer get Gmail-exclusive features like spam protection or better search for your non-Google addresses. The process of moving away from this feature has already begun this month.
Although not officially confirmed by Google, it's no secret that this feature was not that widely known by the public, possibly resulting in Google deciding it was no longer worth maintaining. If you still want to see your other emails in the Gmail app, you can still use standard settings, but you lose the "magic" that Gmailify provided.
Losing Gmailify means saying goodbye to several convenient tools that made your Outlook or Yahoo account feel like a Google product. You will lose the advanced spam protection that filters out junk before it reaches your folders, along with the automatic labels that sort your mail into Social, Promotions, and Primary tabs. Additionally, you will no longer be able to use Google’s search bar to find old messages in those outside accounts or use Google Assistant for voice-activated email help.
The high price of AI in the inbox
While low usage is likely the reason this is headed to the Google Graveyard, we have to look at the bigger picture. Currently, Google is going all-in on Gemini. You have likely noticed new buttons like "Help me write" or the "Summarize" option. These tools are incredibly convenient, but they are also costly to run.
Every time an AI reads an email to summarize it, it uses a massive amount of compute power, and when you are a Gmail user, Google gets a lot of data in exchange for that service. However, if you are using Gmailify to process emails from a competitor like Microsoft, Google is essentially paying the bill to help you manage a rival service.
Every time an AI reads an email to summarize it, it uses a massive amount of compute power, and when you are a Gmail user, Google gets a lot of data in exchange for that service. However, if you are using Gmailify to process emails from a competitor like Microsoft, Google is essentially paying the bill to help you manage a rival service.
Why this is relevant for your digital life
Gmailify made it easy to combine all your inboxes from Yahoo or Microsoft in one. | Video credit — Google
My take on the end of Gmailify
I have always been a fan of tools that make our digital lives simpler, so seeing Gmailify go is a bit of a bummer. However, I can’t say I’m surprised. AI is changing the math for these big tech companies. If a feature isn't making them money or giving them valuable data, it’s usually the first thing to get cut.
Personally, I think this is a sign of things to come. We are moving toward a world where you have to choose a side. If you want the best AI tools, you have to be willing to go all-in with one company. Using a middleman service like Gmailify just doesn't fit into Google’s new vision.If you are a Gmailify user, you should probably start looking into third party mail clients that support a unified mailbox that supports different services.
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