Google is rolling out Gemini-powered ad formats in Search to deliver conversational experiences. The tech giant introduces Conversational Discovery ads, Highlighted Answers, and AI-powered Shopping ads to provide product guidance and transparent explanations. These new formats aim to help consumers make faster decisions while connecting brands with potential customers during research phases.

Google claims 75% of users make faster decisions using AI Mode in Search. The new ads feature independent AI explainers that evaluate and synthesize product information alongside advertiser creative. Direct Offers pilot expands with promotion bundling, native checkout integration, and travel expansion, allowing brands like Chewy, Gap, and L'Oréal to surface highly relevant deals.

Businesses need Performance Max and AI Max tools to leverage these AI advertising features. The updates represent Google's attempt to maintain advertising relevance as search becomes more conversational. The company continues testing these formats to balance consumer experience with marketing effectiveness.