Updated on Nov. 21, 2:18 PM: A Google representative contacted us to clarify the situation. The recent ad appearances in Search’s AI Mode for more individuals are still part of the tests Google has been conducting for several months. In other words, the company has not yet implemented a wide, final rollout to everyone.
The original story (Nov. 21, 6:41 AM) follows below.
Google is taking a pivotal step toward monetizing its artificial intelligence integration. The company seems to be finally rolling out sponsored content (ads) within Google Search’s AI Mode—the feature often referred to as Google’s “answer engine.” This change marks a turning point, transitioning the AI tool to a revenue-generating product.
AI Mode is a feature that has been accessible for free to all users for roughly a year. It provides succinct, generated summaries for complex queries. For those with a paid Google One subscription, the mode offers access to advanced models like Gemini 3 Pro, which includes interactive user interfaces. Up until now, the company largely avoided placing ads here. They likely wanted to ensure a highly compelling user experience during the adoption phase.
Google Search’s AI Mode gets ads, as expected
The new sponsored results are integrated directly into the AI-generated responses. Google is adhering to legal standards by labeling these results with a “sponsored” tag. Visually, these sponsored cards resemble the organic citation links that typically accompany an AI answer, ensuring a relatively seamless visual integration.
As spotted by Brodie Clark, these sponsored results tend to appear at the bottom of the AI answer. This placement would have a clear intention. Google would be testing the best ways to optimize click-through rates (CTR) or simply one of several positioning experiments. This formal rollout aligns with industry reporting from August, which cited plans for a Q4 2025 introduction.
The business context
This move is a natural evolution for Google. Historically, the entire business model of companies has been characterized by relying heavily on search advertising. After successfully pushing users to adopt the AI mode and establishing its place in the search journey, the introduction of monetization was inevitable.
The key question remains how users will engage with sponsored content that appears directly within an AI-generated answer, rather than in the established structure of a traditional search results page. The success of this integration will heavily influence how search monetization evolves. After all, generative AI aims to become the primary way users interact with information online.
