Google is putting ads right inside AI answers

It used to be simple: you search on Google, sponsored links sit at the top, regular results below. Now more and more people get a ready-made AI answer instead of a list of links. And Google has started selling space right inside that answer.

What happened

As Google announced on its blog, ads in AI Mode, the search mode where AI answers, have launched in 10 more countries, including Canada, India and Australia. In the US, Google launched multiturn ads: you ask a follow-up question, and an ad appears in the continuation of the conversation. These blocks are labelled Sponsored. In the fourth quarter Google plans to add the UK, Brazil and Mexico. Estonia and the EU are not on the list yet.

According to industry outlets, advertisers cannot switch ads in AI answers on or off separately: regular Search and Google Shopping campaigns are included automatically.

What it means for business

Organic traffic, the free visits from search, is already falling: people get the answer and never visit the site. Now paid ads are moving to the same place, inside the AI answer.

The takeaway is simple. On top of classic SEO, ranking a site in search, there is a new job: making sure the AI knows your product and recommends it in its answer. Marketers already call this GEO, generative engine optimization. Those who start early will pay less.

Source: Google, Ads & Commerce Blog.