Google’s Robby Stein: Ads aren’t going away in AI search

AI may be reshaping search, but ads aren’t going away, according to Google VP of Product, Search Robbie Stein.

What he’s saying. Asked by Marina Mogilko of Silicon Valley Girl whether Google Ads will go away in the future, Stein replied: “Don’t see them going away.” He added that user behavior is “really expanding” with AI, not shifting away from search. Google is already experimenting with ads inside AI experiences:

• “And so we started some experiments on ads within AI Mode and within Google AI experiences.”
• “We’ve been really focused on building great consumer products first and foremost… but I think users are starting to see some ads experiments there, too.”

Organic first. AI recommendations aren’t driven by ads inputs, Stein said:

• “It doesn’t use ads information. This is done entirely with what’s on the web and what’s within Google’s information system.”

What’s next. Expect “new and novel ad formats,” but it’s still “early days” and Google is figuring out “how ads might appear in these systems,” Stein said:

• “We don’t think that there should be any barrier to people finding information. So, if there’s information out there, it should be found. But I think what you’ll find is that there could be new and novel ad formats that if you’re, let’s say, shopping or … doing a house remodel. There’s all kinds of interesting services that could be helpful for you that if we had more information and you could articulate more what you needed.
• “Hey, I have this kind of wood. These are the kind of contractors I have. This is my constraints. These are the price range. You could give even more fine-tuned recommendations or potential other services that you could consider, or deals that could be more useful to you. Those are all things we’re thinking about. I’d say it’s early days and finalizing kind of how ads might appear in these systems.”

Dig deeper: Google briefs brands on AI Mode ads ahead of Q4 rollout

Why we care. I doubt most people think Google Ads is going away anytime soon. But it is interesting to know that “new and novel ad formats” are coming – so this will be an area of extreme interest for brands that want to be visible in conversational or multimodal queries.

The interview. Google’s AI Search Expert: How to Get Ahead Before AI Changes Everything