Google is experimenting with Gemini-powered conversational ad formats directly in Search results. In AI Mode, the model generates contextual ad copy that explains how a product addresses the user’s specific query, while retaining the mandatory “Sponsored” label.

The integration introduces several new formats: dynamic ad creatives tailored to narrow search queries, commercial offers embedded within AI-generated recommendations, and personalized justifications for purchasing decisions. Static lead forms are replaced by an interactive chatbot embedded in the ad unit that responds to questions using the company’s knowledge base. Through the Direct Offers program, Gemini can dynamically assemble personalized discount bundles, and merchants using the UCP protocol can complete transactions via checkout directly within the search interface.

New ways to help shoppers discover and buy with Google