Google has unveiled a sweeping overhaul of its Search platform at Google I/O 2026, introducing a new generation of AI-powered advertising formats as the tech giant doubles down on Gemini-driven search experiences.

The company confirmed that conversational and personalised ads will soon appear inside its AI Mode search results, with all paid placements clearly labelled as ‘Sponsored’.

Among the new formats are ‘Conversational Discovery Ads’, which allow brands to respond directly to users’ questions within AI-generated answers, and ‘Highlighted Answers’, where sponsored recommendations appear inside curated AI response lists.

For example, a language-learning query could surface a promoted Duolingo recommendation within the AI response itself.

Google is also rolling out AI-powered Shopping Ads aimed at high-value purchases such as TVs, appliances and coffee machines. Using Gemini, Search will generate customised product explainers highlighting why a particular item may suit the consumer.

Another major addition is ‘Business Agent for Leads’, effectively branded AI chatbots embedded directly into search ads. Users researching products or services will be able to click ‘Ask a Question’ and interact with a company’s AI representative without leaving Search.

The advertising push comes alongside Google’s broader vision for what it calls ‘the next chapter of Search’, powered by Gemini 3.5 Flash and a redesigned AI-first search interface.

Google also previewed ‘Search agents’ – persistent AI assistants that monitor the web on a user’s behalf – alongside new agentic shopping, booking and coding capabilities.

Beyond Search, Google introduced several AI products including ‘Gemini Spark’, an always-on personal AI agent, ‘Pics’, an AI design platform targeting Canva, and expanded Gemini integration across Android and Wear OS devices.