Google Assistant has not been supported as a voice assistant on new Sonos devices for over 18mths.

The support for only Sonos Voice Control and Alexa is detailed under the FAQ on the Arc Ultra’s product page.

Sonos CEO previously stated the following around Google changing the implementation for Google Assistant:

“Right now, it’s a pretty heavy engineering lift for us to implement what they’d like any third party to implement. The change isn’t just impacting us. All of the companies that support Google Assistant from a third-party perspective need to assess is the work worth the effort? Right now, we don’t see it being worth the effort. We hope Google will take another path that will allow us to continue to offer it in more of a lightweight manner the way we do today. But we also feel well covered with what we have with both Alexa and Sonos Voice Control.”

Essentially, Google changed the requirements for ‘new’ devices. 

But Sonos will still work with GA using a Nest Mini. Just set the Ultra as a preferred speaker.

Loss of Google Assistant is a huge deal and definitely deterred me from upgrading to Arc Ultra and Era 300. I will not upgrade anything until they implement Google Assistant. I don’t care what requirements Google had. Google is a major player in smart speakers and to not figure out a way to support it is just asinine on Sonos’ part.

To be honest to say this is disappointing is an understatement. I don't believe for a second this has anything to do with the engineering effort. Sonos clearly is not a fan of Google considering Google stole its ip and sonos had to sue Google to stop them from using it which was proven to he true, Google did unethical stuff. That being said, not enabling this voice assistant is not impacting Google, it's impact all of the loyal customer who built an ecosystem and already have Google established. Now I am being punished and can't use my brand new soundbar as I've become accustomed to with all of my other sonos products. Considering the app was just broken for 6 months I would hope that sonos wouldn't want to further impact the loyal customers who continue to stick by the brand. I really hope the executive team can take a step back from the hatred of the conglomerate and realize this negatively impacts the user experience. There's a reason Google can sell speakers for less than it costs to make them, because they are a money machine and this causes no impact to them. I love the soundbar, its miles better than the original arc, I'm really hoping I don't have to buy another product to continue using my house now that I decided to spend more money with sonos to "upgrade" yet lose functionality.