Google has started showing ads under AI-generated answers in AI Mode and AI Overviews on desktop in the United States. These AI tools use Google’s Gemini models to create summaries and deep dives instead of just listing links. Now, when users scroll past the AI answers, they will see ads that match the query and the content of the AI response.
Google Says Ads Are “Helpful”
Google points to its internal studies to show that people appreciate these ads in AI contexts. The company claims that ads help users take the next step by connecting them to businesses and services at the right moment. Google also reports strong ad revenue growth, topping seventy-two billion dollars in its last quarter, and it expects this number to rise as AI features expand.
Questions About Impact on User Experience
Some experts warn that ads can disrupt the flow of information and lead people to click on sponsored content before they reach the core AI answer. AI Overviews often provide full summaries that eliminate the need to visit websites, which can lower click-through rates for publishers. Marketers worry that ad performance could suffer if users trust the AI result and skip past the ads altogether.
Real User Reactions
Some users report seeing ads for local services and products that match their search needs. Others say that ads sometimes appear above helpful links, making it hard to find the most relevant information. A test user searching for home cleaning tips saw an ad for vacuum cleaners below the AI summary but missed the traditional links for step-by-step guides. This mix of AI answers and ads can feel seamless for some but confusing for others.
Balancing Innovation and Transparency
Google must focus on how to earn money from these new AI services without influencing the trust in its search engine. Unlike the old way of matching intent by query alone, AI ads put both the query and the AI content into account. Currently, advertisers cannot target placements specifically in AI features. Google says it will refine reporting and controls as it learns more from this early rollout.
How to Stay Informed
Users can keep track of how ads appear in AI features by checking Google’s performance insights for AI Overviews. Even though we can’t turn off these ads, regularly reviewing how many people search and providing feedback can let people and advertisers understand what works best. With Google adding AI Mode data to Search Console, website owners can now see the changes AI brings to their website’s traffic. The fact that Google is putting ads in AI features means that search is changing. During the trial, users and businesses will closely observe the ways this affects how online discovery develops.
