Genomics has been propagated as a “paradigm shifting” innovation in livestock during the last decade. The possibility of predicting breeding values using genomic information has revolutionized the dairy cattle industry and is now being implemented in beef cattle. In this paper we discuss how genomics is changing cattle breeding through genomic selection, and how this change is creating new ways to articulate assisted reproduction technologies with animal breeding. We also debate that the scientific community is still starting the long journey to reveal the functional aspects of the cattle genome, and that knowledge in this field is the frontier to a whole new venue for the development of novel applications in the livestock sector