Google is leaving the door open to advertising its Gemini AI program, and a senior executive told WIRED that the company is “not giving them away” — a significant reversal from the denials made a few months ago.
What has changed: In January, Google DeepMind CEO Demis Hassabis told reporters in Davos that Google has no plans to place ads on Gemini. Now, SVP Nick Fox says otherwise — noting that learnings from AI Mode ads “may carry over” to Gemini down the road.
Current strategy. Rather than rushing to Gemini, Google is using AI Mode — its Gemini-powered Search product — as a testing ground for AI-powered ad formats.
- Ads are kept separate from natural effects and clearly labeled
- Google says it only shows ads if they’re relevant — if there’s nothing relevant, nothing happens
- The company draws on 20-plus years of search advertising experience to inform the approach
Why do we care. Google’s entire business is built around advertising. How and when they deliver ads to AI products will shape the future of the industry — and set the tone for every AI company trying to find a way to monetize free users. Brands that figure out how to properly appear in the AI conversation spaces now — before the auction gets competitive — will have a huge first-mover advantage.
Big picture. Google is in a stronger position than its competitors to take its time. The company has surpassed 400 billion dollars in revenue by 2025, giving it patience. OpenAI, by contrast, is under pressure to double its $30 billion revenue this year — and has begun testing ads in the free ChatGPT category.
Between the lines: Fox’s framing is careful but revealing. By positioning Gemini ads as a “priority question” instead of a price question, Google is showing that it’s a matter of when — not if.
What you can watch: Personal Intelligence — Gemini’s feature from the user’s Gmail, Photos, and Calendar — is a sleeper here. Fox called personalization his “holy grail” for Search, and hinted that it could eventually trickle down to the broader Search experience. If it does, advertisers will have access to an entirely new layer of contextual targeting — though Fox is quick to add that user data won’t be sold or shared.
What’s next. Marketers should start preparing now. As Google adjusts its AI ad formats to AI mode, that learning will eventually migrate to Gemini. Brands that understand how to properly emerge in conversational, content-rich AI spaces will have a head start when the floodgates open.
Celebrate deeply. Google No Ads on Gemini (registration required)
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