Google’s Robby Stein: AI and the Future of Search

The integration of artificial intelligence into Google Search represents an expansion rather than a replacement of traditional search functions, according to Robby Stein, Google’s Vice President of Product for Search. In a recent podcast interview, Stein emphasized that AI technology enhances user capabilities by addressing more complex and conversational queries while maintaining the core search experience that billions rely on daily.

Stein observed that people now approach search with increasingly sophisticated questions, driven by AI’s ability to handle diverse needs. From locating phone numbers and checking prices to finding tax payment portals, users expect comprehensive solutions. He noted that many underestimate the sheer range of inquiries Google processes. AI doesn’t alter these fundamental requirements but instead broadens the scope of what search can accomplish. This expansion fuels growth by satisfying heightened curiosity through more nuanced, AI-enabled interactions.

Visual search tools like Google Lens demonstrate this trend, with a reported 70 percent annual increase in usage, amounting to billions of visual searches. Stein highlighted this surge as evidence of how AI enriches search without displacing its established functions.

Discussing AI Mode, Stein described it as an additional layer within Search designed for seamless, end-to-end user experiences. This feature allows individuals to engage in natural conversations with Google, leveraging cutting-edge models to interpret and respond to virtually any question. It draws upon Google’s extensive resources, including the Google Shopping Graph with its 50 billion products, real-time pricing updates, mapping data for 250 million locations, and comprehensive financial information. By integrating these vast datasets, AI Mode serves as an intelligent interface that delivers high-quality, context-aware answers while enabling users to explore topics in greater depth.

Stein also addressed the emergence of concepts like Answer Engine Optimization (AEO) and Generative Engine Optimization (GEO), clarifying that the underlying principles of visibility in AI-generated responses remain consistent with traditional SEO. When AI formulates answers, it performs “query fan-out,” initiating multiple background searches to gather and verify information rapidly. This process relies on the same quality signals that have always mattered: relevance, accuracy, originality, and proper sourcing. Content that effectively meets user intent and cites authoritative references is more likely to be featured in AI Overviews and similar outputs.

For publishers and creators, Stein advised focusing on the types of queries that AI now facilitates. As people seek advice, instructional guidance, and solutions to complex problems, there is a growing opportunity to produce content tailored to these expanded needs. By understanding how audiences use AI, creators can develop materials that stand out as the most helpful and reliable sources available.

Stein distinguished Google’s AI search from competing chatbots by underscoring its specialized focus on informational tasks such as planning, learning, and verification. Unlike platforms designed for therapy or creative assistance, Google’s AI aims to fulfill the specific purposes users associate with search, providing effortless access to information, contextual understanding, and direct links to authoritative sources for further investigation.

Ultimately, Stein’s perspective suggests that search is evolving into a more intuitive, multimodal tool capable of interpreting natural language without requiring users to master keyword-based queries. This transformation reinforces Google’s commitment to excelling in informational services, ensuring that search continues to grow in both capability and utility.

(Source: Search Engine Land)