Google begins testing ads in AI Mode for Personal Intelligence users
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The company's Gemini-powered conversational search is getting sponsored results beyond its home turf, with advertisers getting few controls over placement
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Google is bringing ads to AI Mode, its conversational search feature, in international markets.
What’s changing
AI Mode runs on Google’s proprietary Gemini models. It lets users type longer, more conversational queries and get synthesized answers instead of a list of blue links.
Monetizing it internationally is a big deal because of how far the product already reaches. On October 7, 2025, Google expanded AI Mode to more than 40 new countries and territories. That pushed the total footprint to over 200 markets and more than 35 languages, with a particular focus on Europe.
Thailand and the Thai language are among the supported markets.
For advertisers, the mechanics are notably hands-off. Ads that show up in AI Mode come through existing campaign types: Performance Max, Shopping, and broad-match or AI Max Search campaigns. Newer ad formats built with Gemini are still being tested.
Google offers no dedicated placement controls for AI Mode ads, no separate reporting, and no opt-out. If a campaign qualifies, it is eligible automatically.
The personalization question
In mid to late October 2026, Google confirmed it had started testing ads in AI Mode for signed-in users who use Personal Intelligence features. Personal Intelligence lets users link apps such as Gmail and Google Calendar to their search experience. The reported test dates fall between October 16 and October 20, 2026.
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That move marked a reversal. In March 2026, these integrated experiences were expected to stay ad-free.
Under the new approach, context pulled from connected apps will shape personalized ad preferences. Google has said user data stays private and has stated explicitly that advertisers will not get access to personal content.
How we got here
AI Mode is not Google’s first attempt at putting ads inside AI-generated answers. The company has been steadily expanding ads in AI Overviews, the AI summaries that appear at the top of standard search results.
On December 19, 2025, Google quietly extended AI Overviews ads to 11 additional English-speaking markets, including Australia, Canada, and India.
What this means
For advertisers, the immediate implication is reach without granularity. AI Mode now spans more than 200 markets, which opens a large new surface for ads. But with no separate reporting, brands will struggle to isolate how their AI Mode placements perform versus regular search.
The European emphasis of the October 2025 expansion adds another layer. Personalized advertising drawn from connected apps is the sort of practice that tends to attract scrutiny in markets with strict privacy rules. Any future decision to extend the Personal Intelligence ad test into those regions will be worth watching.
The key things to watch are whether Google adds dedicated controls or reporting for AI Mode placements, how the Gemini-built ad formats perform once they leave testing, and whether the Personal Intelligence ad test expands beyond its current scope.
Disclosure: This article was edited by Diego Almada Lopez. For more information on how we create and review content, see our Editorial Policy.
