Alphabet’s Q1 2026 earnings call revealed a new angle for its flagship AI, Gemini. Chief business officer Philipp Schindler said the company is exploring an ad format for the platform, a move that could bring paid content into the conversational interface. The proposal follows earlier speculation from late 2025.

Schindler framed the idea as a scaling tool, noting that ads have always helped reach billions. He added that, if executed well, the format could generate significant revenue and provide useful commercial data. The discussion surfaced after Alphabet posted $109.9 B in Q1 revenue, a 22% jump YoY driven largely by Gemini’s success.

Earlier in December, rumors surfaced that Google was holding calls with advertisers to prep for ads in Gemini, but the company later denied current plans. Schindler’s recent comments suggest the company is keeping options open while refining the model. The next public reveal will likely come when the ad format tests show promising results.

If Google proceeds, users could see contextual ads woven into Gemini’s responses, mirroring the experience on AI Overviews. The company’s focus on AI‑centric monetization underscores a broader shift toward monetizing conversational AI. Whether the strategy will dilute user experience remains a key question for consumers and advertisers alike.