Google announced two new AI Mode ad formats during Google Live Marketing: Conversational Discovery Ads and Featured Answers.
Both formats are powered by Gemini and designed to place ads directly within AI-generated responses and recommendation flows.
According to Google, the formats will include an independent AI descriptor that combines information about the product or service in accordance with the advertiser’s creativity. Advertisements will continue to carry sponsored labels.
Read on to learn more about the new ad formats and when you can expect to start seeing them.
Chat Discovery Ads Respond to Misinformation
Conversational Discovery Ads are designed to respond to detailed or exploratory commands within AI Mode.
Google’s example showed someone asking how to make their home smell like “luxurious resorts or a rainforest” using low-maintenance solutions.
Instead of relying primarily on keyword targeting, Gemini produces relevant art and features product features tied to the context of the conversation.
That creates a different type of Search interaction than what marketers use to optimize today.
These ads appear to be designed for long, conversational prompts where users can refine what they’re looking for across interactions rather than searching with a single, high-purpose query.
Google has been slow in this case through AI Overview, AI mode testing, and pre-funded placements from within AI-generated experiences.
Featured Answers Add Ads to Recommendation Lists
The second format, Featured Answers, places ads directly within a list of recommendations generated by AI Mode.
Google used the example of someone researching language learning apps before a trip. Advertisers with highly relevant ads can appear directly among those recommendations.
This brings the ads closer to the recommendation itself instead of along with regular search results.
For marketers, that can create visibility early in the research process before users make a final decision.
Google also said that these experiences will always be clearly labeled as sponsored and include AI-generated explainers alongside the ad.
Why This Matters to Marketers
These updates suggest that Google is pushing ads deeper into Search conversations.
For marketers, that may increase the importance of quality creative, landing page content, structured product data, and first-person conversion signals.
Gemini evaluates more than just a keyword query. It interprets the broader context of the conversation before appearing in ads.
It also creates new reporting and measurement questions.
Discussion searches are more informal than regular keyword searches. That can make it difficult for marketers to understand which alerts, themes, or interactions have impacted performance over time.
Similar concerns have already begun to emerge around AI Overview and other AI-driven Search experiences.
Looking Forward
Google has made it clear that AI Mode is becoming a big part of Google’s Search strategy.
Conversation Discovery Ads and Featured Answers also provide a clear picture of how Google plans to monetize those emotions.
Measuring and optimizing can become more difficult as searches become longer, more conversational, and less integrated with keyword behavior.
Both formats are expected to be tested within the AI Mode, with no confirmation yet as to when they are expected to debut.
Featured image: subh_naskar/Shutterstock
