Something fundamental is shifting at the heart of Google Search.

For years, Google has operated on a familiar rhythm: you type in a query, and you get back a curated list of links. It’s efficient, reliable, and - for many of us - so deeply embedded in our digital habits that we barely notice how often we use it. But that’s no longer enough. Not in an era where generative AI is rewriting expectations around speed, clarity, and automation.

At the centre of this transformation is Liz Reid, Google’s newly appointed Head of Search. And if her recent interview with Semafor tells us anything, it’s that Google is not just tinkering at the edges - it’s rebuilding the search experience from the ground up.

Search is Becoming Intelligent

Reid makes no bones about it: the future of Google Search lies in intelligence, not just information retrieval. That means moving beyond a system that simply indexes the web and toward something that actively understands user intent, synthesises answers, and even helps people reason through complex problems.

This isn’t a sudden reinvention. Google has been laying the groundwork for years with models like BERT and MUM - quietly introducing AI to better interpret what people mean, not just what they type. But the arrival of AI Overviews summarised answers generated instantly across multiple sources marks a more public and visible leap into a generative-first world.

For users, this means less clicking and scanning and more instant clarity. For Google, it means rethinking what Search even is.

Balancing Progress and Trust

Of course, introducing AI summaries into the search experience is risky. Google has already taken hits for some bizarre and inaccurate AI-generated answers during testing - like recommending users put glue on pizza or eat rocks. Reid acknowledges these failures, but insists they’ve made the system better. In fact, she credits them for prompting major updates to Google’s content quality safeguards and how AI summaries are validated before appearing in search results.

And this is where Reid’s leadership really shows. She isn’t selling a utopian future where AI solves everything. She’s walking a tightrope between ambition and responsibility - trying to introduce radical innovation without damaging the trust people have in Google as a source of reliable information.

Her team has introduced multiple layers of review, expert-sourced guidance for sensitive topics like health or finance, and clear disclaimers when AI-generated answers are uncertain. The message is clear: AI might be in the driver’s seat, but there are still guardrails in place.

Not Everyone Wants the Future All at Once

What’s striking in Reid’s approach is her understanding of user diversity. She openly admits that not everyone wants - or is ready for - the same kind of search experience.

For some, the classic list of blue links still works just fine. For others, AI Overviews feel like a helpful shortcut. And for power users or researchers, Google is quietly rolling out an “AI Mode” - a dedicated space for deeper, more conversational exploration, including longer queries and multi-step reasoning.

This flexibility may be Google’s smartest move. Rather than force everyone into a new AI paradigm, they’re allowing people to opt in gradually - on their own terms. And that’s exactly how lasting behavioural shifts happen.

What This Means for the Web and for Marketers

Reid’s interview also touches on how this shift affects websites and creators. Understandably, there’s anxiety. If AI is summarising the web, does anyone still click through?

According to Reid, the data tells a more nuanced story. While click patterns are changing, traffic is still being driven - especially to high-quality sources that offer real depth and authority. What’s more, the rise of longer, more specific queries is opening new opportunities for content creators who can answer complex questions in a trustworthy way.

As for SEO, Reid insists it's still a critical part of the equation. The fundamentals - clear structure, accurate information, and original insight - haven’t changed. What’s changing is how that content is surfaced and why users engage with it.

For marketers, the challenge is to stop gaming the algorithm and start thinking more like publishers: serve real value, demonstrate expertise, and build trust. Google’s AI will do the rest.

A New Phase of Search

In Reid’s vision, Google Search is evolving from a reactive engine into a proactive, intelligent assistant - one that understands nuance, adapts to context, and supports people in more meaningful ways.

This is not about swapping links for answers. It’s about reimagining the web experience entirely - from discovery to decision-making.

There’s no doubt the stakes are high. But if Reid succeeds in her goal, the end result may not just be better search.

It may be a better internet.