Google announced a test of several advertising formats on Wednesday that use its Gemini artificial intelligence model to deliver more contextual product information during consumer searches. The company reported that 75% of users make faster and more confident decisions when using AI Mode in Search.
All of the new ad formats will be clearly marked as sponsored content, and one of the central elements Google described is a set of "independent AI explainers" that synthesize product details alongside advertiser-supplied content.
The company outlined multiple specific formats:
- Conversational Discovery ads - Designed to respond to targeted user questions by surfacing relevant product features. Google offered an example: a query about making a home smell better could trigger an ad crafted to address that particular intent.
- Highlighted Answers - These will show pertinent ads within AI Mode recommendation lists. An example cited by Google is presenting language learning apps for travelers within relevant recommendations.
- AI-powered Shopping ads - Targeted at product categories such as appliances and electronics, these ads will use Gemini to generate tailored explanations for why particular products may be suitable for a shopper's needs.
- Business Agent for Leads - This feature allows prospective customers to interact with an AI agent inside an ad to obtain answers based on the information available on a company’s website.
Google also said it is expanding its Direct Offers pilot, which was launched in January 2026 and initially included brands such as Chewy, Gap and L’Oreal. Enhancements to that pilot include promotion bundling - where AI constructs offers like product bundles tailored to specific searches - and native checkout integration for merchants using the Universal Commerce Protocol. Google noted travel partners, including Booking and Expedia, will be able to present special offers within AI-assisted trip planning flows.
To help advertisers adopt the new formats, Google recommended using AI Max for Search, AI Max for Shopping campaigns and Performance Max. The company positioned those campaign types as the means for advertisers to take advantage of the evolving, AI-driven ad experiences in Search.
The rollout is presented as a testing phase with targeted pilots and recommended advertiser tools, and Google emphasized clear labeling of sponsored content while broadening commerce and lead-generation capabilities within Search.