The digital landscape is increasingly fraught with online scams, leaving users around the world seeking more secure and seamless ways to authenticate online. Traditional password-based systems are proving vulnerable, contributing to a fragmented user experience with too many accounts and forgotten credentials. This talk will explore the evolving authentication landscape and highlight how Google is addressing these critical gaps. We will delve into the security trends driving the need for change. We will then introduce Google's robust suite of authentication methods, including the simplicity and security of Sign in with Google, the phishing-resistant strength of passkeys, and the central role of the Google Account in organizing and securing users' digital lives. Furthermore, we will explore methods to streamline signup experiences with verified credentials, paving the way for widespread passkey adoption. This session will provide insights into how Google's offerings empower both consumers and enterprises to enhance their digital safety in an increasingly interconnected world, offering a glimpse into the future of secure and user-friendly authentication.