At the I/O 2026 Developer Conference on Wednesday, Google announced that it would use Gemini technology to inject dynamic AI-generated advertising formats directly into AI mode while preserving traditional search experiences. It is a sign that the era of unadvertised AI experiences in Google searches is coming to an end.
Google says in a blog post: “As search experience becomes more intelligent and interactive, we are experimenting with the Gemini model to test new advertising experiences, with the aim of providing fascinating and helpful answers that link users to businesses.”
Google indicated that its research found that 75 per cent of users claimed to be able to make decisions faster and more confidently using the AI model. To this end, Google claims that two new advertising formats based on Gemini are being tested. The company stated that these new advertising experiences were intended to help users make decisions more quickly, while maintaining transparency through clear “sponsible” labels.
These new advertisements do not display universal sponsorship, but rather respond to user-specific queries through the answers generated by Gemini. Google gives an example of how Gemini can generate an advertising material related to the search word, highlighting specific features related to user queries, if the user suggests “how to create a home-like atmosphere for high-end hydrotherapy centres”. When the AI mode produces the recommended list, the “high-relevance, high-quality advertising” is used as the “selection answer”.
Google’s AI advertising programme is not limited to the AI model. Indeed, within the next few months, Google will also launch two new smart advertising formats for standard Google searches. For large items such as television or refrigerators, Gemini will soon begin displaying the product and will automatically generate an explanation as to why a particular commodity may fit the user ‘ s needs.
Google also made full use of proxy AI by directly adding “potential customer business agent” to the search experience. Google, for example, where students study universities, users can ask questions through chat agents and immediately receive responses “to transform actual interactions into valuable potential clients”.
Google announced in a keynote address by the developers that its search function would usher in the largest change in decades. Google added an AI mode to the search last year and now added Gemini 3.5 Flash to the search experience with a completely new custom search box that can be expanded dynamically to accommodate longer search queries.
Users can now provide multi-modular input in the search, including text, images, files, videos and even direct uploading of the Chrome tab page. Google also stated that it was using Antigravity 2.0 technology to enable search to generate visualized charts and information panels based on search queries.
Google will also add an all-weather autonomous surveillance agent to the search, which can track blogs, news sites and real-time financial or sports data and provide up-to-date information to users.
