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Google AI Mode is getting more ads, whether you like it or not

Oct 29, 2026 — 3:04 AM ET

- Google is expanding ads in AI Mode to 10 more countries, including India, Australia, and Canada, with more markets coming later this year.

- Sponsored listings will appear alongside AI-generated results, with Google promising clear labels to distinguish ads from regular recommendations.

- Google is also introducing multi-turn ads in the US, allowing sponsored results to appear during follow-up questions in AI Mode.

Google’s AI Mode is meant to make web searches easier. You ask a question, it pulls information from different websites, and you get a detailed answer without opening a dozen tabs. But as more people turn to AI Mode for everyday searches, Google is also finding new ways to show them ads. And if you’ve been enjoying an ad-free experience in AI Mode outside the US, that’s about to change.

Google has announced that ads in AI Mode are expanding to 10 more countries, including India, Australia, Canada, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore. The company also plans to bring them to Brazil, Mexico, and the UK later in Q4 2026.

So, what will these ads look like? Say you’re using AI Mode to find a new smartphone with a good camera and long battery life. Alongside the usual AI-generated recommendations, you might also come across sponsored product listings that match what you’re looking for. Google says these ads will be clearly marked as Sponsored, making it easier to distinguish them from regular results.

Google believes these ads could be beneficial because of how people interact with AI Mode. According to the company, AI Mode searches are, on average, three times longer than traditional Google searches. Instead of typing a few keywords, people tend to explain exactly what they need, giving Google more context to show relevant recommendations and, of course, ads.

The company also claims that people are responding well to these sponsored listings, with click-through rates comparable to regular product results. That’s encouraging for Google, although whether users find the additional advertising useful is another question.

And there’s more coming. In the US, Google is introducing multi-turn ads, meaning sponsored results can also appear as you ask follow-up questions. For example, if you initially search for a laptop and then ask AI Mode to narrow the options to models under $1,000, you could encounter ads during that follow-up, too.

The announcement comes alongside Alphabet’s Q3 earnings, which showed slower growth in its core advertising business. With AI Mode becoming a bigger part of Google Search, it’s hardly surprising that the company wants to bring its advertising business along for the ride.

If the ads are relevant, they might actually help you find what you’re looking for. But if there’s one thing we’ve learned from Google Search over the years, it’s that more ads don’t always make for a better experience.