Google Search’s AI evolution comes with extra ad baggage

Yesterday was the start of Google I/O 2026, and the Mountain View-based firm bombarded us with announcement after announcement. One reveal that stands out from the rest is the changes coming to Search. If you missed it, the Search experience is getting an extra infusion of AI, with Gemini 3.5 Flash integration. While the update will bring new capabilities, like a text box that automatically expands, it will also introduce more prevalent ads.

On the second day of I/O, Google announced it’s bringing next-generation ads to Search. As the tech giant explains, it’s launching AI-powered shopping ads that will appear when someone is searching for a product. For example, say that you type in “I need a compact espresso pod machine.” Gemini will pull up relevant sponsored products accompanied by a brief AI-generated explainer on why you should buy that product.

Along with AI-powered shopping ads, Google is introducing ads with built-in chatbots. These ads will feature an “Ask a question” button that starts a conversation with Gemini when clicked. The AI will then answer whatever questions you have based on information from the product or service’s website.

Two new ad types are also being tested for AI Mode: Conversational Discovery ads and Highlighted Answers. For Conversational Discovery ads, you may see an ad that answers a specific question. In the example Google provides, a user asks for a low-maintenance way to make their house smell better. AI Mode would then present a sponsored result below the response, complete with an image and description.

Highlighted Answers, on the other hand, will offer a list of recommendations that may include a sponsored suggestion. For example, if you ask for “the best language apps for an upcoming trip,” you may see a sponsored result for Duolingo. That result will have the label “Sponsored” with information about the app below.