And my anecdotal experience is that it's working extremely well. Take the Google Photos app that does automatic image recognition and tagging. The other day I was looking for a picture we took of our cat the first night we brought him home. I remembered we left him with a blanket in the bathroom but couldn't remember much else. "kitten bathroom 2013" And there was a picture of the cat sitting in the tub on a blanket.…
Strangely, half the time I try to use Google Now on my phone, it doesn't seem to understand basic queries that worked two years ago. And in the meanwhile, features and APIs that used to allow more reliable and explicit control (e.g. like in Picasa) are being shut down. I guess someone at Google figured that imitating Apple is worth sacrificing what remained of their power user appeal.
"Sacrificing what remained of their power user appeal" is imitating Apple!