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Google has unveiled its plans to introduce advertisements to AI Mode, the innovative AI-powered feature in Google Search. According to Google, ads will be strategically placed below and seamlessly integrated into AI Mode responses as part of an initial test. AI Mode allows users to ask questions and receive AI-generated responses, with the option to delve deeper through follow-up inquiries and links to relevant websites.
As part of this initiative, Google aims to provide users with helpful ads that guide them towards building websites or exploring potential business ideas based on their AI Mode queries. Despite some apprehension from consumers, with 36% of U.S. adults expressing concerns about AI-related advertising, Google moves forward with incorporating ads into what many view as the future of Google Search.
With ad revenue being Google’s primary source of income, totaling $66.89 billion in Q1 of 2025 alone, it was only a matter of time before ads found their way into the AI Mode experience. Advertisers currently utilizing Google’s Performance Max, Shopping, and Search campaigns with “broad match” will have the opportunity to showcase their ads in AI Mode. Initially, users in the U.S. will encounter Search and Shopping ads on desktop and mobile platforms.
Other tech giants, such as Perplexity and Microsoft, have also dabbled with ads in their AI products. Perplexity incorporated ads into its AI-powered search engine last November, while Microsoft briefly tested ads in its Copilot chatbot. OpenAI has even hinted at potentially adopting an ad-supported model alongside its subscription services in the future.
In a related development, Google announced the expansion of ads in AI Overviews, a Google Search feature that automatically summarizes answers to queries. Search and Shopping ads will soon be visible on desktop platforms in the U.S., with plans to extend to select countries on both mobile and desktop in English.
In AI Overviews, sponsored ads are discreetly inserted into AI-generated summaries, specifically tailored to match the relevance of the user’s query and the response provided. These ads are clearly identified as “Sponsored” to ensure transparency for users. Google initially introduced ads to AI Overviews on mobile devices in the U.S. last October, marking another step in their ongoing efforts to enhance the search experience for users while considering the impact on publishers’ ad revenue.
