Google has decided to transform the experience of its AI Mode in the search engine with the introduction of advertisements. The function, powered by the artificial intelligence of Gemininow incorporates sponsored content in the form of cards that appear after the generated responses, clearly identified as such.
This change, anticipated for several months, marks a transition in the way in which users receive information in complex and thematic searches, and opens a new chapter in the integration between AI and advertising within the technology giant’s products.
In the middle of this year, Google announced that its artificial intelligence-based search system Gemini would begin to feature integrated ads. The first signs of implementation have already been noticed among US users.who by using AI Mode for queries—especially those related to home repairs—have displayed new “Sponsored” sections after getting an AI-generated response.
This twist in the inclusion of advertising differs from current formats, since the sponsored cards They appear both within the sidebar and in the body of the summary provided.
The company intends, as reported in its I/O 2025, for the integration to be as organic as possible, avoiding the saturation that has characterized the experience with traditional ads in the search engine.
In this way, users continue to receive a close-up of the organic results, while the ads are presented in a specific space: “Where appropriate, ads may appear below and be integrated into AI Mode responses.” This was explained by Google during the event, reinforcing the idea that the priority will be the usefulness and relevance of the sponsored content.
Unlike the usual model, where ads stand out or displace results, the system implemented in the AI Mode seeks to preserve itself as an advanced consultation tool. The advertising cards, which have already been reported by social media users such as X, appear only after the AI response and in a special section, thus aligning with regulations that require transparency around promoted content.
In practice, The appearance of these sponsored spaces has not yet reached countries like Mexico or the majority of Latin America. For now, the deployment occurs in a limited and gradual manner, although they could appear very soon.
Google assures that the insertion of ads will maintain the focus on the informative guide that characterizes Gemini. For example, a query about how to create a website for a small company will display a summary with detailed steps, easing the process from planning to launch.
“In some cases, a website builder can be a great next step, so we may show a helpful ad that can help them get started,” is the quote highlighted in the Google statement compiled by Hipertextual.
The Google example does not occur in isolation. Other leading companies in the artificial intelligence sector are also exploring the possibility of incorporating advertising into their assistants.
OpenAI, responsible for ChatGPThas begun to analyze the future implementation of sponsored ads as part of its business model, even though ChatGPT’s own director, Nick Turley, considers that it is not the priority option. Turley does not rule out, however, the use of sponsored content as a way to strengthen income and strengthen the platform.
Meanwhile, Google would opt for a phased approach: advertisements They would not replace the results generated by AI nor would they appear in the first instance, but rather they would be located in clearly differentiated spaces, adjusting to the regulatory and legal requirements of the different markets.
The background to this decision is the need to find new revenue streams for advanced AI products. The online advertising It continues to constitute Google’s main economic support and, given the rapid evolution of automation and information synthesis technologies, it is inevitable that the company studies ways to integrate commercial content without sacrificing the quality of the service.
For now, the inclusion of ads in AI Mode remains in the testing phase in selected markets, prioritizing searches where the AI response can be complemented with real services, such as solutions for home repair or tools for small business owners.
In accordance with the company’s promise, the appearance of sponsored content will be limited to “the Sponsored box”, respecting the objective of not interfering with the core experience or diluting the usefulness of the function.
