Planned is the keyword here. We've evaluated AVIF and JPEG XL, with JXL coming out on top. As others (Shopify for example) has mentioned, JPEG XL has some adv

Planned is the keyword here. We've evaluated AVIF and JPEG XL, with JXL coming out on top. As others (Shopify for example) has mentioned, JPEG XL has some advantages (quick decoding, lossless conversion from JPEG, progressive decoding). My point was that Google says there is "no demand", and we (as an example) have planned moving to a new image format, with JPEG XL as the front-runner. Them saying there is "no demand" is just because there isn't a browser yet that supports the format. But as soon as there is one, we (and many others) could pull the trigger and suddenly there would be a lot of demand and usage (since other browsers can still be served with other image formats).