Robby Stein Of Google On AI Not Replacing Search, AI Within Search, AEO & SEO For AI & More

10/13/25
Source: Search Engine Roundtable by barry@rustybrick.com (Barry Schwartz). Read the original article

TL;DR Summary of How Google Integrates AI to Expand Search and Enhance User Experience

Google Search is evolving with AI as an expansionary tool, not a replacement, enabling more diverse and complex queries. The introduction of AI Mode, multimodal visual search via Google Lens, and AI-generated overviews enhances search by providing conversational and context-rich answers. For SEO and AEO, creating high-quality, user-focused content aligned with Google’s guidelines remains crucial to appear in AI-powered results. This AI integration aims for a seamless, natural search experience combining traditional search and AI-driven insights.

Optimixed’s Overview: Exploring Google’s AI-Powered Search Evolution and Its Impact on SEO

Google’s AI Expansion in Search

Robby Stein, VP of Product at Google, explains that AI is not killing search but rather expanding it by addressing a broad range of user needs. Google Search remains the core platform, but AI introduces new capabilities such as conversational interactions and multimodal queries, especially through AI Mode and Google Lens.

Key Features of AI Integration

  • AI Overviews: Instant, natural language answers displayed at the top of search results.
  • Multimodal Search: Visual search powered by Google Lens that allows users to query using images.
  • AI Mode: A conversational, state-of-the-art AI interface enabling dynamic follow-up questions and deep exploration within search.

The Vision for a Unified Search Experience

Google aims to blend AI Mode, AI Overviews, and multimodal search into a seamless experience where users can effortlessly switch between different types of queries without needing to think about the interface. This approach leverages Google’s vast data sets, including billions of products and places, to provide comprehensive and real-time answers.

Implications for SEO and AEO

Stein advises content creators to focus on creating high-quality, original, and user-intent-focused content following Google’s public guidelines. AI-powered responses rely on real-time queries across Google’s ecosystem to source information, so well-crafted content that satisfies user intent is more likely to be featured. Additionally, the rise of AI presents new opportunities for brands to target emerging domains and complex user needs that AI is unlocking.

Looking Ahead

The next generation of Google Search products powered by AI is expected to shape user interactions for years. Google is committed to delivering a comprehensive AI-enhanced search experience that taps into its extensive knowledge graph, providing users with highly relevant, informed, and interactive search results.