Google may soon bring ads to Gemini and AI Mode, says executive

Google Gemini

Google is reportedly testing ads within its AI-powered products, including the Gemini chatbot and AI Mode, hinting at the company’s next big push to monetise its growing suite of artificial intelligence tools.

For years, Google’s search business has relied heavily on ad revenue. However, the rise of generative AI, from ChatGPT to Gemini, has disrupted the traditional search model, forcing Google to rethink how it can sustain its ad-driven ecosystem while offering AI-enhanced experiences like AI Overviews and conversational search.

Robbie Stein, Vice President of Product at Google, revealed on the Silicon Valley Girl podcast that ad integration is already underway. “We’ve started some experiments on ads within AI Mode and within Google AI experiences,” Stein said. “We’ve been really focused on building great consumer products first and foremost. But I think users are starting to see some ads experiments there too.”

He added that the company is exploring “new and novel ad formats,” suggesting that advertising could evolve to feel more personalised and less disruptive within conversational interfaces. “I think that’s an opportunity for the future — to be even more helpful for you, particularly in an advertising context,” Stein said.

While Google is still experimenting, the direction is clear: its AI ecosystem, including Gemini, will likely become a new frontier for targeted advertising.

Google isn’t alone

OpenAI, the maker of ChatGPT, is reportedly considering a similar path. According to The Information, the company is exploring ways to display ads based on users’ memory data — information the chatbot retains to personalise responses. This could force users to choose between a more customised, ad-free experience and a free version supported by advertising.

OpenAI CEO Sam Altman has previously expressed openness to the idea, citing Instagram’s model as an example of effective ad integration. “I’m not totally against it,” Altman said earlier this year. “I think ads on Instagram are kinda cool, I’ve bought a bunch of stuff from them.”

Both Google and OpenAI appear to be converging on the same challenge: finding a sustainable revenue model for their AI products without undermining user trust.