A new generation of ads for the AI era of Search

People come to Google to research complex topics and discover products and services that fit their needs. As the Search experience becomes smarter and more conversational, we’re using Gemini models to experiment with new ad experiences designed to provide engaging, helpful answers that connect people with businesses.

We’re introducing more helpful ads in AI Mode

When researching a topic, consumers want to know exactly how a product suits their unique situation. In fact, 75% of people report making faster, more confident decisions using AI Mode in Search. ¹ That’s why we’re testing two new types of ads, built with Gemini, that offer relevant product details along with helpful guidance.

To help people evaluate their choices, both of these new formats will feature an independent AI explainer as part of the ad. Our Gemini model evaluates and synthesizes information about a product or service, and displays that context alongside the advertiser’s creative. This coherent, independent response ensures transparency and builds trust. These formats will also continue to be clearly labeled as “Sponsored.”

• Conversational Discovery ads: With Conversational Discovery ads, your ad answers a person’s specific question. Suppose someone searches, “I am trying to make my house smell like those fancy spas or a rainy forest. What are some low-maintenance ways to make my home smell amazing?” We use the Gemini model to build creative tailored to that search, highlighting specific relevant features.
• Highlighted Answers: When people are researching, they want helpful suggestions. Now, when AI Mode provides a list of recommendations — like the best language apps for an upcoming trip — highly relevant, high-quality ads are eligible to appear on that list as a Highlighted Answer.

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We’re bringing next-gen AI ads to Search

Helpful, smart ads aren’t just for AI Mode. In the coming months, we’re bringing two new ways to give people real-time product advice on Search, exactly when it’s needed most.

AI-powered Shopping ads

Buying something big — like a new fridge or a TV — can be overwhelming. People want to see exactly what they’re looking for and why it’s the best option. To make choosing easier, we’re launching AI-powered Shopping ads. Now, if someone searches for an espresso machine, Gemini will pull up your most relevant products and instantly write a custom explainer highlighting why your product may be the right choice for them.

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Business Agent for Leads from A new generation of ads

When weighing important options, people want to feel confident before they commit. Business Agent for Leads, built with Gemini, puts a smart brand agent right inside your ad. Instead of filling out a static form, a student researching universities can click “Chat” to get instant answers based on your website, turning a practical interaction into a valuable lead.

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We’re expanding the Direct Offers pilot from A new generation of ads

Since launching the Direct Offers pilot in January 2026, brands like Chewy, Gap and L’Oreal have surfaced highly relevant deals as shoppers explore their options.

Today, we’re upgrading this experience to allow more offer types and make it easier to act on these deals. Here’s what’s coming soon:

• Promotion bundling: Brands can upload a variety of promotions in Google Ads, including discounts, giveaways and local coupons. They’ll soon be able to supply their eligible products and guardrails and use AI Brief to reach the right audiences. We use Gemini to construct a deal — like a highly relevant product bundle — to present the most compelling offer for that specific search.
• Native checkout: We’ve added native checkout integration for Universal Commerce Protocol (UCP) merchants. This gives shoppers a faster way to secure promotions, helping merchants seamlessly turn high-intent research into completed sales.
• Travel expansion: Soon, travel partners like Booking and Expedia will be able to surface special offers directly within a person’s AI-assisted trip planning.

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With these updates, Direct Offers will now naturally surface in the AI Mode response as shoppers explore options, making deals more instantly discoverable.

To take full advantage of all these new AI-powered formats, build a strong foundation with AI Max for Search, AI Max for Shopping campaigns and Performance Max. We’ll continue to test these formats to ensure they deliver a positive experience for consumers while building a future where your marketing is more actionable than ever.