Google Shopping Ads in AI Mode Announced
Google Shopping Ads in AI Mode Announced
Wednesday, February 11, 2026
Google has officially confirmed the rollout of Ads in AI Mode, marking the transition of conversational search from an experimental feature to a core advertising placement.
Google has officially confirmed the rollout of Ads in AI Mode, marking the transition of conversational search from an experimental feature to a core advertising placement.
Matt
Matt
PPC Team Lead
PPC Team Lead
As highlighted in a recent update from the Google Ads team, this update introduces specific ad formats designed for the conversational interface. Users can now see sponsored shopping recommendations integrated directly into the AI-generated responses when looking for products or services.
Here are the technical specifics and strategic implications for advertisers:
How Ads Appear in AI Mode
AI Mode (formerly associated with SGE) allows users to refine queries through conversation. The new ad placements are designed to trigger during these complex, multi-turn interactions.
According to the update, if a user asks the AI to help them "look for a new jacket," the system will now surface Shopping Ads relevant to that specific part of the dialogue. These are not static banners. They are contextual recommendations that appear alongside the organic AI response, labelled clearly as "Sponsored".
This mirrors the intent-driven approach seen in broader updates, such as those detailed in Google's Digital Advertising and Commerce 2026 vision. The system uses the context of the entire conversation to determine when a user is ready to purchase, rather than relying solely on the initial keyword.
Key Features for Advertisers
Contextual Relevance: Ads are served based on the immediate conversational context, not just historical data.
Integrated Formats: The ads appear as product carousels or recommendations within the answer block, distinct from traditional top-of-page search ads.
Broad Match Necessity: To capture these queries, campaigns must move away from rigid keyword structures. Google’s AI requires the flexibility of Broad Match to connect a conversational prompt with your inventory.
Required Actions
To ensure your products are eligible for these impressions, focus on the following areas:
Structured Data & Feeds: The AI relies heavily on product attributes. Ensure your Merchant Center feeds are error-free and rich with details (GTINs, clear titles, high-quality images). If the AI cannot "read" your product data, it cannot recommend it in a conversation.
Performance Max: These placements are likely to be prioritised through Performance Max and AI-powered Search campaigns. If you are still relying exclusively on manual standard shopping, you may miss this inventory.
Creative Assets: Automation requires high-quality inputs. Your image assets and headlines must be robust enough for the AI to assemble them into relevant formats dynamically.
This update confirms that conversational search is now a paid channel. Advertisers must adapt their data strategy to ensure visibility in this new format.
If you need assistance auditing your product feeds for AI readiness, contact our Paid Media team.
As highlighted in a recent update from the Google Ads team, this update introduces specific ad formats designed for the conversational interface. Users can now see sponsored shopping recommendations integrated directly into the AI-generated responses when looking for products or services.
Here are the technical specifics and strategic implications for advertisers:
How Ads Appear in AI Mode
AI Mode (formerly associated with SGE) allows users to refine queries through conversation. The new ad placements are designed to trigger during these complex, multi-turn interactions.
According to the update, if a user asks the AI to help them "look for a new jacket," the system will now surface Shopping Ads relevant to that specific part of the dialogue. These are not static banners. They are contextual recommendations that appear alongside the organic AI response, labelled clearly as "Sponsored".
This mirrors the intent-driven approach seen in broader updates, such as those detailed in Google's Digital Advertising and Commerce 2026 vision. The system uses the context of the entire conversation to determine when a user is ready to purchase, rather than relying solely on the initial keyword.
Key Features for Advertisers
Contextual Relevance: Ads are served based on the immediate conversational context, not just historical data.
Integrated Formats: The ads appear as product carousels or recommendations within the answer block, distinct from traditional top-of-page search ads.
Broad Match Necessity: To capture these queries, campaigns must move away from rigid keyword structures. Google’s AI requires the flexibility of Broad Match to connect a conversational prompt with your inventory.
Required Actions
To ensure your products are eligible for these impressions, focus on the following areas:
Structured Data & Feeds: The AI relies heavily on product attributes. Ensure your Merchant Center feeds are error-free and rich with details (GTINs, clear titles, high-quality images). If the AI cannot "read" your product data, it cannot recommend it in a conversation.
Performance Max: These placements are likely to be prioritised through Performance Max and AI-powered Search campaigns. If you are still relying exclusively on manual standard shopping, you may miss this inventory.
Creative Assets: Automation requires high-quality inputs. Your image assets and headlines must be robust enough for the AI to assemble them into relevant formats dynamically.
This update confirms that conversational search is now a paid channel. Advertisers must adapt their data strategy to ensure visibility in this new format.
If you need assistance auditing your product feeds for AI readiness, contact our Paid Media team.
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