Google is giving Gemini Advanced, Enterprise and Business subscribers the ability to create personalized AI assistants, which the company calls “Gems.” “Create your own personal AI experts on any topic you want,” the Alphabet company says. The search giant is also reintroducing Gemini’s image generation capabilities with its latest Imagen 3 model, which will be available to everyone. Gemini, which is Google’s ChatGPT competitor, will again have the ability to generate images of people, something Google disabled in February after controversy over some of the images. The company announced it has implemented new guardrails.

Gems, previewed at Google I/O, took center stage in Google’s announcement, which notes they’ll be available to paid subscribers on desktops and mobile in 150 countries “in the coming days.” Simply write instructions for your Gem, give it a name, and then chat with it whenever you want,” Google explains in blog post.

“Users can now craft digital experts for specific tasks, from coding tutors to marketing strategists,” VentureBeat writes, adding that “this feature democratizes AI capabilities, potentially transforming how individuals and businesses leverage artificial intelligence.”

Google is providing “a set of premade Gems” across topics that include writing, coding and career guidance in order to help people get started.

The Verge reports “Google likely launched Gems to catch up to OpenAI, which started letting users create their own chatbots months ago,” and even “takes things a step further by letting users share custom GPTs through its store.”

Starting this week, Google is rolling out Imagen 3 as part of Google Apps, expanding its availability for users in all languages. The company says it’s worked at “providing a better user experience when generating images of people.”

While Imagen 3 boasts generative capabilities from photorealism to whimsical, new guardrails will prevent the generation of “photorealistic, identifiable individuals” in an effort to combat deepfakes. Engadget writes that “also off-limits are children and (as with other image generators) any gory, violent or sexual scenes.”