Alphabet

Alphabet has an enviable record of delivering long-term sales growth. The ad-revenues that Google now generates have helped fund further in-house innovation as well as acquisitions such as YouTube and Android that have powered further growth.

Software-based services such as search and digital advertising generate excellent financial returns for the company. 

Most recently Alphabet's investments in areas like artificial intelligence, cloud computing and autonomous vehicles put it in a great position to capture future growth. The company’s spread of businesses reduces risk by balancing sales and profits generated by mature companies such as Google with newer, more high-growth opportunities. 

Alphabet’s consistent investment in R&D and culture of innovation help to develop in new, cutting-edge products and services that enhance user engagement and help retain users. 

Alphabet faces scrutiny not only for its own operations but also for how its technologies are used by end users. While some of its products (e.g. AI tools and software) are considered non-strategic and contribute only a small portion of overall revenue, they have been sold to controversial customers, including military and defence agencies.

The company has a Responsible AI policy, which outlines its intention to develop and deploy AI responsibly. However, emerging risks around algorithmic bias and misinformation remain under close observation.

Alphabet has made net-zero commitments and yet continues to report increases in greenhouse gas emissions and resource consumption. This rise is largely attributed to the rapid development of AI technologies such as Google Gemini, which demand substantial computing power.