Liam Walsh
Liam is a Co-Director at Intelligency and heads up the agency's Digital Intelligence & Paid Social activity. Over the last decade, he has worked with brands from the world of sports such as Premier League clubs to entertainment such as Channel 4 and Disney.
Google has just revealed a range of upcoming AI-powered advertising features that are designed to help brands reach potential customers in smarter, more intuitive ways, especially as people increasingly use generative AI tools to find information online.
AI-Driven Ads Inside Search Answers
One of the biggest changes coming is a new ad format that will appear within AI search responses. Instead of only showing ads in traditional search results, Google will start placing relevant product suggestions alongside AI-generated answers to user questions. These will be clearly labelled as “Sponsored,” so users understand they’re paid placements. This gives advertisers a new way to capture attention when people are relying on AI for discovery, not just traditional search.
Personalised Offers Based on AI Conversations
Google is also testing a feature called Direct Offers. This lets businesses link specific deals or promotions directly to an AI answer. For example, if someone asks a question about a product type, the AI might show a tailored special offer from a brand that sells that product. It’s an evolution of personalised advertising that meets people right where they are in an AI-assisted journey.
Easier Purchases Through AI Agents
Another priority for Google is the expansion of AI agent tools, automated helpers that can guide users through tasks, including buying products without leaving an AI chat window. Google’s new UCP system aims to make it easier and more secure for people to complete purchases inside AI environments like Gemini and AI Mode in Search.
Connecting Brands with Creators
Finally, Google is improving how brands find and work with creators by using AI to match businesses with the best user‑generated content partners. This builds on early testing of its “Open Call” feature, which lets brands request creative videos from relevant creators.
Overall, these updates show how Google is evolving advertising to blend more seamlessly with AI‑driven discovery – giving brands new opportunities to be seen in the moments people are already asking questions.
