If you’ve been testing out Google’s new AI search experience — where answers feel more like a conversation than a list of links — you might start noticing something new: ads.
As part of its continued push to monetize AI tools, Google is weaving sponsored content into responses from its AI Mode, the company’s latest evolution of search powered by its Gemini 2.5 model.
Wait, What Is AI Mode?
Think of AI Mode as Google Search with a brain. Instead of typing in keywords, you can ask detailed, multi-step questions — like “How do I start a sustainable clothing brand and promote it on TikTok?” — and the AI will respond with a full breakdown.
Currently, it’s only available in the U.S., but Google says a broader rollout is coming soon.
So… Where Do Ads Come In?
You might start seeing ads show up inside those AI-generated responses. For example, if you ask how to build a website, the AI might mention platforms like Wix or Squarespace — but with a “Sponsored” label attached.
It’s not just search results with ads anymore. Now, the conversation itself can include sponsored suggestions.
Helpful or Intrusive?
It depends on who you ask.
Some users may appreciate being pointed toward useful tools without having to dig. Others worry it makes the AI feel less neutral — like it's recommending what paid the most, not what’s best.
The key issue? Transparency. Google says sponsored content will be clearly marked, but as AI answers become more complex, distinguishing between advice and ad could get blurry.
Why Google’s Doing This
Let’s be honest: search ads are Google’s cash cow. As more people use AI to get direct answers (skipping the links entirely), Google needs new ways to keep that revenue flowing. Integrating ads into AI Mode is their way of adapting to that shift.
The Bigger Picture
This isn’t just a Google experiment — it’s a signal. As AI transforms how we search, shop, and get information, monetization is moving right alongside it.
For users, the line between content and commerce may keep getting thinner. For businesses, it opens up a new kind of ad space: one that lives inside AI-powered conversations.
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