Google is reshaping the search experience by incorporating advertisements into its AI-driven features, AI Mode and AI Overviews. This move signifies a pivotal change in how users interact with search results and how advertisers reach their audiences.
What is AI Mode?
AI Mode is Google’s latest innovation in search technology, offering users conversational, AI-generated responses to their queries. Unlike traditional search results, AI Mode provides comprehensive answers, allowing for follow-up questions and deeper engagement. This feature is powered by Google’s Gemini 2.5 model and is currently available to U.S. users.
Introduction of Ads in AI Mode and AI Overviews
Starting this week, Google has begun testing the integration of Search and Shopping ads within AI Mode for U.S. users on both desktop and mobile platforms. These ads are contextually relevant, appearing alongside AI-generated answers and clearly labeled as “Sponsored.”
Similarly, ads in AI Overviews, previously available only on mobile, are now expanding to desktop users in the U.S. This expansion allows advertisers to reach users through AI-generated summaries that appear at the top of search results.
Impact on Users and Advertisers
For users, the integration of ads into AI responses aims to provide more relevant product and service recommendations directly within the search experience. For instance, a query about building a website may now include a sponsored link to a website builder tool. The VergeSearch
Advertisers benefit from new opportunities to connect with potential customers at the moment of intent. Those utilizing Performance Max, Shopping, or broad match Search campaigns are eligible to have their ads appear in these AI-driven features.
Looking Ahead
Google plans to expand ads in AI Overviews to select English-speaking countries later in 2025, further broadening the reach of this advertising format. As AI continues to evolve, Google’s integration of ads into AI Mode and AI Overviews represents a significant step in the convergence of search technology and advertising.