In the world of technology, where innovation propels advancement and competition spurs change, the spotlight turned to Google Cloud Next 2023, a three-day tech event that attracted numerous enthusiasts and industry experts keen on exploring the future of cloud computing.

During an exchange of insights and ideas, theCUBE analysts discussed the event’s highlights. They unveiled a range of narratives that showcased Google LLC’s significant shift and its strategic competition with established cloud giants.

“Their ecosystem is flourishing,” said theCUBE analyst John Furrier (pictured, second from left). “This could be the next AWS. It feels a lot like the early AWS days in the sense of the excitement. It’s competition time.”

Furrier spoke with his fellow industry analysts Lisa Martin (left), Rob Strechay (right) and Dustin Kirkland (second from right) as part of an analyst insights panel at the Google Cloud Next event, during an exclusive broadcast on theCUBE, SiliconANGLE Media’s livestreaming studio. They talked about the key discussions that unfolded at Google Cloud Next, shedding light on the pivotal shifts, burgeoning partnerships and the promise of technological evolution that it heralds. (* Disclosure below.)

Google’s game-changing narrative shift and challenge to the cloud giants

The first takeaway that was discussed during the panel focused on Google’s strategic overhaul of its narrative and identity. Over the past six months, Google has undergone a significant transformation, reshaping its image into one that is not just cool and modern, but also incredibly relevant, according to theCUBE analysts. This assertive stance by Google resonates with the tech world and has positioned the company as a formidable contender in the cloud computing landscape.

“I think the energy here, we’ve said it over and over, it’s palpable” Kirkland said. “I think there’s been a lot of pent-up demand, frankly, to get back together in this expo hall. We had at least PWC, Deloitte, Slalom. I’m sure I’m missing some of the others. They’re all here on the floor. And what we heard over and over again is that Google Cloud is generating new business for them.”

While dwelling on the significance of Google Cloud Next, the analysts noted that the event’s focus was distinctly forward-looking. Google deliberately pivoted its attention toward the future, allowing attendees to glimpse the forthcoming innovations and possibilities. This approach not only reflects Google’s dynamic outlook, but also positions the company as a pioneer in shaping the tech landscape of tomorrow, according to Martin.

The integration of data and artificial intelligence was a pivotal theme at the event, especially considering Google’s strength in these domains. This partnership-oriented approach aligns with Google’s vision of fostering innovation beyond conventional boundaries. The event showcased that the expansive white space in data utilization and collaboration presents an arena for startups to thrive and for industry leaders to further their strategic insights.

“I think actually a strong point was there was a lot of their partners that came on, both from the GSI side as well as the ISV side, that are partnering up with Google to have that connective tissue between the data layer and the model layer,” Strechay said. “And I think that’s super important, as there seems to be some developing.”

Here’s the complete video interview, part of SiliconANGLE’s and theCUBE’s coverage of the Google Cloud Next event:

(* Disclosure: This is an unsponsored editorial segment. However, theCUBE is a paid media partner for Google Cloud Next. Google LLC and other sponsors of theCUBE’s event coverage do not have editorial control over content on theCUBE or SiliconANGLE.)

Photo: SiliconANGLE