The Latest: Google poised to get serious on VR

Analysts are touting virtual reality, a technology that casts its users into artificial, three-dimensional worlds, as one of the industry's most promising areas for growth.

While virtual reality and artificial intelligence are expected to be big, the core of Google's annual conference is its software — namely the Android system powering 80 percent of the world's smartphones.

Google designs it to highlight its search engine, maps and other features, giving the company more opportunities to sell the digital ads that generate most of its revenue.

The bias toward Google's own services is now the subject of antitrust investigation by European regulators trying to determine whether the company is stifling competition in the increasingly important mobile market.

Besides updates for the phone, Google is likely to unveil new features coming to other gadgets such as Android Wear smartwatches and possibly Android TV streaming devices.

Google is expected to dive deeper into virtual reality and artificial intelligence during an annual conference that serves as a launching pad for its latest products and innovations.