AI in Search: New Opportunities for Brands

AI in Search is revolutionizing the way people find information and how brands connect with users. Through innovations like AI Overviews and AI Mode, Google is expanding the scope of search queries, building on its existing 5 trillion annual searches. These advancements are creating unprecedented opportunities for brands to reach and engage with potential customers in more meaningful ways.

Over the past decade, AI Overviews has emerged as one of the most successful Search launches, significantly enhancing user satisfaction and increasing search frequency. In the U.S. and India, AI Overviews have boosted Google usage by over 10% for queries that feature these overviews. This surge in engagement is driven by users finding more relevant results, leading to a rise in commercial queries as people rely on Search to discover new brands and products.

For advertisers, this shift presents a significant opportunity. Ads integrated within AI Overviews are proving effective in connecting users with relevant businesses, products, and services. These ads are designed to be helpful, allowing users to quickly find what they need during their search journey.

Ads in AI Overviews

The expansion of Search and Shopping ads within AI Overviews is now underway, with desktop availability in the U.S. Later this year, this feature will extend to select countries on both mobile and desktop platforms. This strategic rollout supports users throughout their journey, from initial discovery to final purchasing decisions.

Ads in AI Mode

AI Mode, which provides AI-powered responses and web links, is beginning to test ads within its interface. Ads may appear both below and within AI Mode responses, offering contextually relevant suggestions. For instance, a user searching for "how to build a website for a small business with limited resources" might see an ad for a website builder, followed by related follow-up questions about business ideas, content development, and target audiences.

Advertisers leveraging Performance Max, Shopping, and Search campaigns with broad match—including AI Max for Search campaigns—can now have their ads featured in both AI Overviews and AI Mode. This integration allows brands to reach users at critical moments in their search experience, driving more meaningful connections.

AI Essentials

To help advertisers maximize these new opportunities, Google has introduced AI Essentials. This resource provides guidance on driving new customer connections through AI-enhanced search features. By following these best practices, brands can optimize their strategies to engage users more effectively in this evolving landscape.

The future of search is being shaped by AI, and brands that embrace these innovations are poised to thrive. As AI Overviews and AI Mode continue to grow, advertisers have a unique chance to redefine how they connect with customers, leveraging the power of AI to create more impactful and personalized experiences.