Name: Deep Shah | Designation: Software Engineer | Company: Google | Location: Mountain View, California
(October 14, 2025) From the enterprising city of Ahmedabad to the global nerve center of technology at Google’s headquarters in Mountain View, California, Deep Shah’s journey encompasses ambition, curiosity and persistence. As a Tech Lead, he leads the team focused on News and User-Generated Content (UGC) personalization within Google Search, a role that sits at the intersection of data, design, and human behaviour. Focussed on algorithms, his work is all about enhancing how billions of users discover the stories, updates, and perspectives that shape their understanding of the world.
Yet, behind the code and complexity stands a professional who believes in balance. For Deep, success is as much about engineering breakthroughs; as much it is about preserving the space for reflection, family, and personal growth.
From Ahmedabad to California
Deep’s decision to move to the United States was driven by the desire to be where the future was being built. “The primary motivation for my move to the US was the opportunity to be at the epicenter of technological innovation in Silicon Valley,” he tells Global Indian. For him, it was career advancement and a step towards immersing in an ecosystem of creativity and problem-solving. “I was driven by the desire to work alongside and learn from the leading minds in Artificial Intelligence, contributing directly to the advancement of the field,” he says.
Now, four years into his life in the States, he feels deeply inspired by the dynamism that surrounds him. “The energy and innovations happening here are amazing,” he mentions with conviction.
Leading AI-driven personalization at Google
At Google’s global headquarters in Mountain View, Deep leads the team responsible for News and User-Generated Content (UGC) personalization within Google Search. “I manage the development of innovative projects from conception to launch and guide a team of elite AI/ML engineers to achieve our strategic objectives, ultimately shaping how billions of users discover content,” the software engineer explains. His work is visible across some of Google’s most-used products. Among several projects that have touched billions of users worldwide, three stand out as defining moments in his career.
The first was improving how Google Search serves evolving topics. “For evolving topics and events, users often issue the same or related queries to find updates since their last visit,” Deep explains. He led a major effort to refine that experience “so that when a user searches for a topic they have searched before, features such as Top Stories and What People Are Saying automatically update to show new content.” He developed original methods to detect what’s new for users, a breakthrough that became the backbone of this initiative. “It was a very challenging but rewarding one,” he reflects.
The second milestone came when Deep led the development of a customized news experience in Search, allowing users to see more of the sites they love. “We developed several information retrieval innovations to ensure users get the information from their favourite sites,” he says proudly. The feature was widely recognized by users and media alike for its impact on how personalized content could feel intuitive and meaningful.
Before his current role, Deep was also part of Google Maps, where he worked on machine learning solutions to detect fraudulent activity. “We identified and removed tens of millions of fake business profiles and hundreds of millions of photos and reviews,” he shares. The initiative helped maintain trust in one of Google’s most widely used services. “These protections allow us to accept legitimate user contributions while preventing fraudulent and abusive ones, keeping the platform safe for billions of users worldwide,” he remarks.
Breaking barriers, building trust
For Deep, the journey has not been without obstacles. One of his early career hurdles was breaking into high-impact AI and ML roles without an advanced degree. “A key hurdle early in my career was breaking into high-impact AI/ML roles without a Master’s or PhD, often seen as a prerequisite,” he recalls. What helped him push past these perceptions were the mentors who believed in his ability. “I am grateful to my early managers (at Google and Media.Net) who saw my potential and gave me opportunities to work on complex projects. This allowed me to prove that impact is driven by skill and innovation, not just academic credentials.” Later, while working full-time, he completed his Master’s degree from the University of Illinois Urbana-Champaign (UIUC).
As his role expanded from individual contributor to team leader, another challenge surfaced: learning to lead with empathy. “This transition was initially challenging, but my focus on building trust and fostering collaboration proved essential for earning the respect of my teams,” he says. “Overcoming this hurdle has been helpful both in my professional and personal growth.”
Personalization and progress
When asked about his future goals, Deep’s response reveals both clarity and ambition. “Artificial intelligence and large language models are moving at a rapid-fast pace and the ways users consume information are also evolving,” he says thoughtfully. He believes the next frontier of AI lies in personalization. “Relatable, fresh, and trustworthy information discovery is vital for the advancement of science and technology,” he emphasizes.
In his view, the growing prominence of AI-driven agents will make personalization more important than ever. “In the future, where more things are becoming agentic and AI assistant driven, the importance of personalization is at an all-time high,” he asserts. His goal, he says simply, is “to improve the field of artificial intelligence and information retrieval by developing innovative and original solutions impacting billions of users and organizations worldwide. I’ve always believed that impact is driven by skill and innovation,” Deep reflects. “And that belief continues to guide everything I do.”
A day in Deep’s life
Deep’s workdays begin around 9 AM, marked by collaboration, creativity, and a balance of leadership and technical depth. “A good chunk of it is spent collaborating with my team through design reviews, planning sessions, and helping unblock other engineers,” he shares. When not in meetings, he devotes his time to deep technical work like hands-on coding, architecting new systems, and writing or reviewing design documents.
Evenings are reserved for family and personal pursuits. “I try to wrap up in the evening to spend time with my family and work on personal projects, which helps me stay up-to-date with the latest tech,” he says. Yet, when inspiration strikes, he admits he doesn’t mind stretching his hours. “When I’m obsessed with a project or a tough technical problem, I don’t mind working late. The problems I’m solving really align with my passions, and I’m always excited by the fact that my work impacts billions of users.”
Striking the balance
Despite his demanding role, the software engineer remains deeply committed to maintaining balance. “Work-life balance is critically important to me,” he says firmly. “I believe sustained high performance is only possible if you have time to rest and pursue interests outside of work.”
For him, that balance comes from drawing clear boundaries and focusing on what matters most. “I avoid checking work-related messages or emails after my workday ends. This mental separation is crucial for being present in my personal life,” he says. He also guards his weekends fiercely. “I treat my weekends as sacred time for recharging. This is when I completely disconnect from work to pursue my hobbies.” During the week, he ensures his productivity comes from prioritization. “I focus my energy on the most impactful tasks during the week. This ensures I’m effective while I’m working and don’t feel the need to work late to ‘catch up’.”
Curiosity, connection, and calm
Beyond work, Deep’s hobbies keep him intellectually and physically refreshed. “I make a conscious effort to carve out time for my hobbies as they are essential for staying productive and refreshed,” he says. His intellectual side is fueled by reading non-fiction books, research papers, and technical blogs that keep him updated with the latest in AI and beyond. “This helps me stay current with advancements in my field and beyond,” he adds.
On weekends, he switches gears completely. “I enjoy hiking and playing tennis to disconnect, recharge, and stay active,” he says. These outdoor pursuits balance the intensity of his work life, giving him the space to think, unwind, and return with renewed focus.
Key lessons Deep Shah has learned along the way:
- Anticipate technological shifts – Building an intuition for the industry’s trajectory allows you to align your skills and career with the future.
- The power of the “cold email”: Over the years, many opportunities have come from reaching out directly. People are often more willing to help than we assume.
- Align your work with your passion: My sustained motivation comes from a genuine enjoyment of the complex problems I get to solve every day.
- Trust is the foundation of team success: Leading successful projects has taught me that creating an environment of mutual trust is the single most important factor in achieving long-term goals.
- Growth happens outside your comfort zone: The projects that initially seemed the most intimidating were ultimately the most fruitful for my career growth and learning.
- Communication is a superpower: The ability to clearly articulate complex ideas, listen actively, and give constructive feedback is one of the most critical and underrated skills for both professional and personal success.
- Define your own version of success: True fulfillment comes not from chasing external markers like titles, but from defining success on your own terms, whether that’s measured by impact, learning, or work-life balance.
Follow Deep Shah on LinkedIn