A New Generation of Ad Formats
At Google Marketing Live 2026, Google unveiled a new set of Gemini-powered ad formats for AI Mode and Search, designed to make ads feel more conversational and contextual. The headline launches were Conversational Discovery ads, Highlighted Answers, AI-powered Shopping ads, and Business Agent for Leads.
Conversational Discovery ads answer a person’s specific question directly inside AI Mode. Gemini analyzes the intent behind the query and generates ad creative tailored to that particular conversation, rather than showing a static, pre-written ad.
Also Announced
The event brought a wider wave of AI tools for advertisers, including Ask Advisor across Ads, Analytics, and Merchant Center, Gemini-powered upgrades to Asset Studio for creative and video, expanded Direct Offers with AI-generated bundles and native checkout, and Meridian marketing mix modeling inside Analytics 360.
Why It Matters
This is Google’s answer to the question advertisers have been asking since AI Overviews arrived: where do ads fit when the search results page becomes a conversation? The answer is inside the conversation itself, with creative generated on the fly.
The trade-off is control. When Gemini writes ad variations in real time, advertisers have less say over exact wording, and success depends more heavily on the quality of the inputs: product data, landing pages, brand guidelines, and conversion signals.
What You Should Do
Get your inputs ready now. Keep product feeds complete, landing pages clear and specific, and conversion tracking accurate. Review your brand guidelines and asset libraries, because these increasingly shape what AI-generated ads say on your behalf. Our Google Ads team can help prepare your account for AI Mode.
