Google is preparing to bring a wave of advertising into its conversational AI search experience and it is making sure brands know exactly how to play the game.
In recent weeks, the tech giant has been briefing agencies and advertisers on how AI Mode ads will function, signalling a shift from keyword-focused targeting to a full-context approach that considers the entire user conversation.
What’s changing
According to an internal guide first revealed by Ad Age, ad placement in AI Mode will be shaped by exploratory, multi-step queries. The document outlines how this differs from traditional search, with one marketing insider noting, “The big shift is from queries to conversations.”
Google’s AI Mode, first unveiled at I/O and Marketing Live in May as the next phase of AI Overviews, delivers dynamic, ChatGPT-like responses instead of static links. It is already running ads in a limited capacity, with a broader rollout expected before Q4.
Why it matters
More than 100 million people have engaged with AI Mode so far, making it one of the fastest-growing features in Google Search. For advertisers, adapting early could mean prime access to high-intent audiences before the holiday rush.
This evolution also marks a significant balancing act for Google: maintaining ad revenue while innovating in a space where traditional click behaviour may change. Current plans keep formats text- and product-based, with ads delivered via Performance Max or the newer AI Max for Search. Google is urging brands to maintain “feed hygiene” to ensure product data is accurate and competitive.
What to watch
Industry insiders say the expansion raises key questions:
- Will users engage with AI-recommended ads as they do in classic search?
- Could impression-based models replace the familiar pay-per-click approach?
“We’re seeing incredible value,” a Google spokesperson said. “We’re excited to help partners connect with customers through AI Mode.”
With Q4 looming, expect Google to refine placements and targeting strategies alongside partners while testing the limits of how ads work in an AI-powered search landscape.
