New ad formats built with Gemini coming to Google Search

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.

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.