Google announced two new ad formats for AI Mode at Google Marketing Live: Conversational Discovery Ads and Highlighted Responses.
Both formats are powered by Gemini and designed to place ads more directly in AI-generated responses and recommendation feeds.
According to Google, the formats will include an independent AI explainer that synthesizes information about a product or service alongside the advertiser’s creative. Ads will continue to feature sponsored labels.
Read on to learn about the new ad formats and when you can expect to start seeing them.
Conversational discovery ads respond to nuanced prompts
Conversational Discovery ads are designed to respond to detailed or exploratory prompts in AI mode.
Google’s example shows someone wondering how to make their home smell like “spa chic or rainforest” using low-maintenance solutions.
Instead of relying primarily on keyword targeting, Gemini generates tailored creatives and showcases product features related to the context of the conversation.
This creates a different type of interaction on search than what advertisers are used to optimizing for today.
These ads appear designed for longer conversational prompts where users can refine what they want throughout the interaction rather than searching with a single high-intent query.
Google is steadily moving in this direction thanks to AI previews, AI mode testing, and past sponsored placements appearing in AI-generated experiences.
Highlighted Answers Insert Ads into Recommended Lists
The second format, Highlighted Answers, places ads directly in the recommendation lists generated by AI mode.
Google used the example of someone searching for language learning apps before a trip. Advertisers with highly relevant ads can appear directly in these recommendations.
This brings ads closer to the recommendation itself rather than traditional search results.
For advertisers, this could create visibility earlier in the search process, before users make a final decision.
Google also said these experiences would remain clearly labeled as sponsored and include AI-generated explanations alongside the advertising.
Why it matters to advertisers
These updates suggest that Google is integrating ads more deeply into conversational search experiences.
For advertisers, this can increase the importance of creative quality, landing page content, structured product data, and first-party conversion signals.
Gemini evaluates more than just a keyword query. It’s about interpreting the broader context of the conversation before showing ads.
It also creates new reporting and measurement questions.
Conversational searches are much less structured than traditional keyword searches. This can make it harder for advertisers to understand which prompts, themes, or interactions actually influenced performance over time.
Similar concerns have already started to surface around AI previews and other AI-powered search experiences.
Looking to the future
Google has made it clear that AI Mode is becoming a more important part of Google’s search strategy.
Conversational Discovery ads and highlighted responses also provide a clearer picture of how Google plans to monetize these experiences.
Measurement and optimization can become much more complicated as searches become longer, more conversational, and less tied to traditional keyword behavior.
Both formats are expected to be tested in AI mode, with no confirmation yet as to when they should begin surfacing.
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