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The integration with the rest of the GCP is the biggest strength. Managing models and endpoints works well for conversational and agent-based use cases. You have a lot of flexibility to mix managed models with your own logic, combining different LLMs as well (Gemini and 3rd parties). In addition, the managed infrastructure saves time and money.
As a member of the tech team, I like the reliability that comes from Google. It also has a good ML base with foundational models to guide you through AI app development
The best thing about it is that I can manage data preparation model development, deployment & monitoring all in one platform. Then I would say it allows custom coding for advanced work and autoML for faster model development and infrastructure scaling is handled by Google Cloud, which really saves a lot of time
Costs can grow faster than expected if not managed carefully, especially when testing voice agents based on end-points. Not the best user experience for not advanced players
It is harder to use than some of its competitors and requires a steeper learning curve It is not app centric as it focusses mainly on ML platform so devs need additional hand holding on agentic deployments on app Service and suport can be improved
I would say that it takes time to understand the platform properly, especially for beginners. Another thing I would say is that it works best inside Google Cloud so it may not be ideal if your system is on another platform. Pricing is based on usage & compute costs can go up if not carefully monitored