When you run a search on Google, you may get an AI Overview at the top of the results. Google announced an expansion of the AI-powered feature to roll out in more markets and for more languages.
Google revealed information about its AI plans yesterday on its Ads & Commerce blog. There, the company noted that AI Overviews is “one of the most successful launches in Search in the past decade”. Google saw a 10 percent increase in usage of Google for queries that displayed the overview generated by Google’s Gemini AI.
As a consequence, Google is expanding ads across AI Overviews. In particular, Google says that it is expanding ads in AI Overviews in English to more countries on mobile and desktop, and Search and Shopping ads in AI Overviews for desktop users in the United States.
Ads will also be tested in AI Mode, which Google calls its “most powerful AI search” feature. AI Mode is limited to Google Search users from the United States at the time of writing.
In other words: expect (more) advertisement in AI Overviews and other AI tools in the coming months and years.
Clearly, running AI is expensive. While companies like Google, Meta, or Microsoft have the means to sustain development, infrastructure and operations, the clear goal is the direct or indirect generation of revenue from these services.
Direct revenue may come from subscriptions or ads, indirect revenue from using data for training or other purposes.
The consequences are clear: users should expect to see more and more ads baked into AI services. This looks like a testing ground currently, but it looks similar to how Google introduced ads in search. First, some ads, separated clearly from search results. Now, Google users get more ads than organic search results in some queries and there is no longer a clear distinction between the two.
Now You: do you use AI services? What is your take on ads being integrated into those?









