20/10/2025
Every day, billions of searches run through Google — shaping how we discover, learn, and make decisions. But for the first time in nearly 30 years, even Google is reinventing itself.
In the latest The Wall Street Journal Bold Names interview, Elizabeth Reid, Google’s VP and Head of Search, describes this as “the most profound shift since mobile.”
The integration of into is not about replacing how we search — it’s about expanding it.
, multimodal search, and conversational context (“stateful search”) are redefining how users interact with information.
What I find most interesting as a digital strategist and Google Partner is that Google isn’t trying to turn Search into a chatbot.
Instead, it’s creating a bridge between AI-generated answers and human-created knowledge — keeping trust, diversity, and publisher value at the core.
“People still want to hear from other people. They’re not ready to delegate everything to a model.” — Elizabeth Reid
This approach is crucial for marketers, creators, and businesses alike.
The future of and will not be about “ranking for keywords” — but about being part of the AI-powered discovery layer where relevance, authority, and human insight matter more than ever.
Here’s how I see the shift:
🔸 From keywords ➜ to conversational intent
🔸 From ranking ➜ to reasoning and context
🔸 From search results ➜ to AI-curated experiences
🔸 From content volume ➜ to authentic expertise
For agencies like Magaza Digital, this change is an opportunity to rethink how we connect brands and users.
It’s about designing AI-ready content, structured data, and trust signals that make brands discoverable — not just searchable.
Search is not dying. It’s evolving.
And those who understand how to combine human creativity with AI intelligence will lead this next digital chapter.
by Jasmin Mulahasanović
