Google to 'Reinvent Search' with Generative AI: Nick Fox and Liz Reid on the Core of Their Strategy
"Google is currently in the midst of a reinvention." So say Nick Fox, Google's SVP of Knowledge and Information, and Liz Reid, VP of Search. The emergence of generative AI is significantly changing the nature of "search," the company's foundation. This article organizes what both have said, unraveling Google's strategy, challenges, and future outlook.
1. Generative AI as Reinvention
1-1. A Technological Turning Point
Fox describes Google's history as a "series of reinventions."
The transition from desktop to mobile
The introduction of language understanding models like BERT and MUM
These have expanded the possibilities of search. And now, generative AI is an extension of that.
"Generative AI is a core technology for information and will fundamentally change search," asserts Fox.
1-2. Transition to Agentic Search
Google is focusing on "agentic" search.
Users are not just looking for information; they are seeking specific actions like "booking a hotel" or "purchasing a product." Generative AI is attempting to redefine the search experience as the executor of those tasks.
2. AI Mode and the Evolution of Search
2-1. Introduction of AI Mode
In 2025, Google rolled out AI Mode to all users in the United States. This goes beyond traditional keyword search, enabling conversational exploration.
Increase in long-form queries
Increase in follow-up questions
Trend of users utilizing it for exploration
Reid states, "AI Mode is a reinvention that turns search into a conversation."
2-2. Differentiation of Use Cases
Google positions traditional search and AI Mode as mutually complementary.
Quick Search: Finding restaurants or sports scores
Exploratory Search: Learning new topics or complex comparative research
Users are increasingly switching between the two depending on the situation.
3. From SEO to 'GEO'? The New Era of Optimization
3-1. SEO in the AI Era
As AI-generated results become part of search, the concept of 'Generative Engine Optimization (GEO)' is emerging.
Fox explains, 'Deep content is important. AI provides primary answers, but users want to follow links to learn more deeply.'
3-2. Advice for Content Creators
Reid emphasizes, 'You should create content that people want to read, rather than focusing on ranking manipulation.' She argues that even in the AI era, 'information that humans find valuable' is what is most highly rated.
4. Impact on Publishers and the Web
4-1. Publisher Concerns
There are concerns that AI summarization features could lead to a decline in publisher traffic. There is even a case where the World History Encyclopedia experienced a 25% drop in access.
Cloudflare CEO Matthew Prince has criticized this, stating, 'AI is taking information from the web in a "reverse Robin Hood" manner and returning summaries to users.'
4-2. Google's Stance
Google states that 'search cannot exist without the web' and has clearly expressed its commitment to prioritizing link displays.
Inserting links within AI overviews
Clearly indicating citations in an 'According to ○○' format
Search traffic remains stable overall
Reid also stated, 'We are looking for ways to collaborate with publishers and make the most of rich content.'
5. Rebuilding Advertising and Revenue Models
5-1. Applying AI to Advertising
Generative AI is also being incorporated into advertising.
Improving the accuracy of query and ad matching
Automation of creative generation
Improving ROI through high-precision lead generation
Fox states, 'Generative AI brings us closer to the "Holy Grail" of advertising.'
5-2. Growth in Search Revenue
Search queries are increasing year-over-year, with AI Overviews acting as the driving force. As a result, search revenue continues to maintain double-digit growth.
6. The Future of Shopping and Multimodality
6-1. Transforming the Shopping Experience
Reid emphasizes, 'Generative AI will fundamentally change shopping.'
Home Appliance Comparison: Users can compare multiple products specified across different categories
Fashion: Searching using expressions like 'summery' or 'looks classic' instead of keywords
Price Tracking and Virtual Try-on: Reducing return rates and improving the purchasing experience
6-2. The Breakthrough of Visual Search
Usage of Google Lens and Circle to Search is surging. It is particularly popular among younger generations, and the combination of visual input and AI summarization is creating a powerful experience.
7. The Democratization of Creativity and the Future of Content
Generative AI lowers the barriers to content creation. Technologies like NotebookLM, which can convert text into podcasts or summaries, are becoming widespread, making content remixing easier.
Reid says, 'People have diverse ways of learning, and AI acts as a bridge.'
Fox also predicts, 'Over the next five years, the web will expand to be larger and more multimodal.'
8. Google's Challenge: Balancing Speed and Trust
8-1. The Innovator's Dilemma
While startups can experiment without fear of risk, Google has an 'obligation to maintain reliability.' Fox emphasizes, 'The most important thing is not to compromise user trust.'
8-2. The Challenge of Speed
On the other hand, when OpenAI took the lead, there was criticism that 'Google was late to the game.' Fox countered, 'Our shipping speed is faster than it has ever been in the past.'
Reid also states, 'By constantly asking ourselves, "Is it fast enough?", we avoid complacency.'
Conclusion: At the Heart of Reinvention are 'Trust' and 'Exploration'
Google's generative AI strategy is not merely a technological competition, but places weight on the evolution of user experience based on trust.
Search becomes conversational and multimodal
Advertising and shopping become highly personalized
Seeking coexistence between publishing and the web
From the words of Fox and Reid, Google's stance of continuing to steer between the conflicting elements of 'speed' and 'trust' emerges.
The journey of reinvention through generative AI has only just begun, and its outcome will likely influence the future of the entire web.