While fully embracing artificial intelligence, Google has also deeply embedded AI into search advertising. In the future, when users search for products on Google, Google's Gemini chatbot will not only recommend related products, but also automatically generate a "personalized description" to explain why a certain product is worth buying.
The update comes on the heels of a new search box Google released the day before. Previously, Google announced that search would be more suitable for large-format, conversational questions and significantly enhance the proportion of AI-generated results. In the official example, when a user searches for "compact capsule coffee machine," the Nespresso Vertuo Up appears in the search results with a "Sponsored Product" tag and an AI-generated description. This text will remind users to pay attention to capsule compatibility, flavor diversity, oil production, heating speed, and functions such as one-click customized cup volume and cold brew when choosing a coffee machine. It also emphasizes that this model only takes 3 seconds to heat, can produce 6 cup sizes, and supports customized brewing of different concentrations.
In addition to static descriptions, some ads will also have built-in chatbot functionality. Such ads will display a "Ask a question" button in the interface, and users can click to start a conversation directly with Gemini. The chatbot will call the information on the official website of the product or service, answer various questions from the user, and guide the user to fill out the form when appropriate to get in touch with the merchant.
Google is also testing new ad formats in its "AI mode," a chatbot-like search experience. As early as last year, Google introduced "sponsored" results for some queries in AI mode, but this time the new ad format is more eye-catching and has a stronger presence. For example, when a user asks "What are some low-maintenance ways to make your home smell good all the time?", after the AI mode gives an overall suggestion, it may display an air freshener with a picture and product description below, and present it with a "Sponsored" annotation.
As these new features are gradually implemented, Google Search is trying to find a new balance between "AI assistant" and "commercial portal": while search results are becoming more conversational and intelligent, ads are becoming more "speaking" and can even actively chat with users and collect clues.