Google is leaving the door open to advertising in its Gemini AI app, with a senior executive telling WIRED the company is “not ruling them out” — a notable shift from the flat denials made just months ago.
What’s changed: In January, Google DeepMind CEO Demis Hassabis told reporters at Davos that Google had no plans to put ads in Gemini. Now, SVP Nick Fox is saying otherwise — noting that learnings from ads in AI Mode will “likely carry over” to Gemini down the road.
The current strategy. Rather than rushing into Gemini, Google is using AI Mode — its Gemini-powered Search product — as a testing ground for ad formats in AI experiences.
- Ads are kept separate from organic results and clearly labeled
- Google says it only shows ads when they’re relevant — if nothing fits, nothing runs
- The company is drawing on 20-plus years of Search ad experience to inform the approach
Why we care. Google’s entire business is built on advertising. How and if they bring ads into AI products will shape the future of the industry — and set the tone for every AI company trying to figure out how to monetize free users. The brands that figure out how to show up relevantly in conversational AI environments now — before the auction gets competitive — will have a significant first-mover advantage.
The bigger picture. Google is in a stronger position than its rivals to take its time. The company crossed $400 billion in revenue in 2025, giving it the luxury of patience. OpenAI, by contrast, is under pressure to more than double its $30 billion in revenue this year — and has already started testing ads in ChatGPT’s free tier.
Between the lines: Fox’s framing is careful but revealing. By positioning Gemini ads as a “prioritization question” rather than a values question, Google is signaling it’s a matter of when — not if.
What to watch: Personal Intelligence — Gemini’s feature that pulls from a user’s Gmail, Photos, and Calendar — is the sleeper story here. Fox called personalization his “holy grail” for Search, and hinted it could eventually roll into the broader Search experience. If it does, advertisers would gain access to an entirely new layer of contextual targeting — though Fox was quick to add that user data will not be sold or shared.
What’s next. Advertisers should start preparing now. As Google refines its AI ad formats in AI Mode, those learnings will eventually migrate to Gemini. Brands that understand how to show up relevantly in conversational, context-rich AI environments will have a significant head start when the floodgates open.
Dig deeper. Google Is Not Ruling Out Ads in Gemini (registration needed)
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