Google reveals how ads will be embedded inside AI search answers

Google detailed how it will integrate ads directly into its AI generated search answers as part of its major Search overhaul. The company is introducing two new ad formats: Conversational Discovery ads, which are woven into Gemini’s chatbot style responses, and Highlighted Answers, which insert sponsored recommendations at the end of AI Mode results. Google also plans to bring AI powered shopping ads and interactive brand agents into standard search pages, further tightening its control over the user journey. Critics warn that these changes could bury organic results behind layers of AI content and ads, making Google’s ecosystem even more closed and commercially driven.

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