Google's AI Revolution: Ads Remain at the Heart of Search
The tech giant has a bold vision for the future of search, but will ads continue to reign supreme? In a revealing interview, Google's VP of Product for Search, Robby Stein, shared insights that will intrigue marketers and users alike. As AI transforms the search landscape, Google asserts that ads are here to stay, but the way they are presented is evolving.
In a conversation with Marina Mogilko on the Silicon Valley Girl podcast, Stein addressed the burning question: Will AI make Google Ads obsolete? His response was definitive: "Don't see them going away." But here's where it gets controversial—AI isn't replacing traditional search; it's enhancing it. Users still rely on Google for daily tasks, but AI opens doors to new interactions.
User behavior is evolving, not disappearing. Stein highlights that AI has expanded the possibilities of search without altering its core purpose. People can now engage with Google through photos, complex queries, and receive more contextual results. This evolution presents a unique opportunity for advertisers to adapt their strategies.
Google is already testing the waters with ads inside AI experiences. Stein confirmed ongoing experiments within AI Mode and Google AI, including placements in AI Overviews, which summarize search results. These early tests are just the beginning, with users potentially seeing "new and novel ad formats" in the future. But the challenge remains: how to seamlessly integrate ads into AI-powered conversations and summaries?
The company has taken significant steps towards monetizing generative search, with ads appearing in AI Overviews, clearly marked as 'Sponsored'. This development is crucial as publishers and advertisers grapple with the impact of AI on referral traffic and ad performance. Google's Q3 2025 earnings report showcases a 12% year-over-year growth in ad revenue, with AI playing a pivotal role.
But what about the impact on marketers? Stein assures that AI recommendations are separate from paid ad data. AI doesn't favor advertisers; it operates solely on web content and Google's information system. This distinction is vital for maintaining transparency in search results.
As Google continues its AI journey, ads remain central to the user experience. The future promises innovative ad formats, seamlessly woven into AI-driven interactions. But will users embrace this evolution, or will it spark debates about the role of ads in an AI-dominated search landscape? The story unfolds as Google navigates the delicate balance between AI innovation and the user experience.
