Google unveils new AI-powered ad formats for conversational search

Image credit: Search Engine Journal

Google announced two new AI-powered ad formats, Conversational Discovery ads and Highlighted Answers, during its Google Marketing Live event Tuesday, integrating advertising more deeply into AI-generated search experiences.

The new formats, powered by Google’s Gemini AI model, are designed to embed sponsored content directly within AI Mode‘s conversational responses and recommendation flows, marking a significant shift in how ads appear in search results.

Conversational Discovery ads are intended to respond to complex, exploratory user prompts, with Gemini generating tailored creative based on the ongoing conversation rather than traditional keywords, Google said.

Highlighted Answers will place advertisements directly within AI Mode’s curated recommendation lists, such as those generated for product comparisons or service suggestions, according to the company.

Both ad formats will include an independent AI explainer that synthesizes product information and will continue to be clearly labeled as sponsored content, Google stated.

These updates suggest a strategic push by Google to monetize conversational search, potentially increasing the importance of high-quality creative assets and structured product data for advertisers.

Advertisers may face new measurement and optimization challenges due to the less structured nature of conversational searches compared to the more predictable keyword-based queries of traditional search engines, industry analysts noted.

The new ad formats are expected to undergo testing within AI Mode, though Google has not yet confirmed a specific release date for their broader availability.

Source: Search Engine Journal