Google has started displaying ads within its AI Overview feature, marking a major step in its efforts to enhance advertising opportunities within its artificial intelligence (AI)-powered search tools. AI Overviews is the AI-generated summaries feature provided by the Alphabet subsidiary for certain search queries. The latest move, unveiled at Google Marketing Live, aims to integrate advertising more seamlessly into the evolving landscape of search.
Currently available for mobile users in the US, Google claims that ads within AI Overviews offer a streamlined way for consumers to find relevant products, businesses, and services without needing additional searches. These new AI Overviews appear in response to user queries, providing a summarised answer alongside related shopping ads and allowing businesses to more easily connect with users.
The ads will continue to feature Google’s “Sponsored” label for transparency. The updated AI Overviews also include highlighted links to web pages that may be relevant to users’ queries.
Google Lens announcements
Google also revealed that it will expand the integration of shopping ads within Google Lens. The company said that 20% of the 20 billion visual searches every month using Lens are shopping-related.
Lens users will soon see shopping ads displayed alongside their visual search results by the end of the year. This will help users to easily access information such as product reviews and price comparisons across retailers and availability. This feature is set to roll out to Android and iOS devices in select countries starting this week.
According to Google, the new ad placements are designed to create a seamless experience along with generating new ways for advertisers to connect with high-intent shoppers.
“With Shopping ads, you can connect with motivated shoppers at the moment their interest is piqued,” said Google Ads vice president and general manager Shashi Thakur. “And, because your product listing ad will show up for visual searches the same way it does for query searches, shoppers will already be familiar with the format.
“You can showcase your business to a highly engaged audience and attract shoppers looking for your product, or products similar to yours — creating a seamless experience from inspiration to purchase.”
Google originally tested ads in AI Overviews as an experimental feature in May 2023.
Last month, Google announced plans to launch a feature that will flag AI-generated and AI-edited images within its search results. This is said to align with the search engine giant’s broader initiatives to enhance transparency and reduce misinformation.
Google intends to introduce this feature later in the year through its “About this image” tool. This feature will provide users with access to metadata on how an image was created, including if AI was involved. The new tool will be accessible through Google Search, Google Lens, and Android’s Circle to Search tool.
In addition, Alphabet was reported to have requested a London tribunal last month to dismiss a large-scale lawsuit alleging that the company abused its dominance in the online search market. The lawsuit, potentially worth up to £7bn, is the latest in a series of legal challenges confronting the tech giant. It is also involved in a major antitrust trial in the US concerning its online advertising practices.
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