Google is ready to fill its AI searches with ads

The big question coming up is how Google's focus on AI will impact that core business. Google's AI-powered Search Generative Experience is still only available on an opt-in basis, so we don't yet know how much it'll impact the company's ad business.

Google is already moving to head off that problem. On Google's earnings call, CEO Sundar Pichai said that the company would be experimenting with new formats native to the way SGE works - the company has already shown off some ideas - so perhaps we'll start to see some of those formats debut in the coming weeks and months. Later in the call, chief business officer Philipp Schindler added that it's extremely important to us that in this new experience, advertisers still have the opportunity to reach potential customers along their dsearch journeys."

This is not news.