Google is now showing ads within conversations of AI-powered chatbots through its AdSense network. According to Bloomberg, Google began experimenting with this idea last year and continued those tests earlier this year. A few generative AI startups, such as iAsk and Liner, were part of this early experiment. These companies are now displaying AdSense ads directly in their chatbot interfaces.

The move expands AdSense for Search beyond traditional websites and search results. This means AI-driven chats are no longer just about providing answers—they’re also a new surface for digital advertising.

After the chatbot responds to a query, an ad may appear below the response, right before the user is prompted to ask a follow-up. For instance, on iAsk, users receive an AI-generated response to their question. Below that response, there’s an ad tied to the original query, before the chatbot invites the user to go deeper.

“AdSense for Search is available for websites that want to show relevant ads in their conversational AI experiences,” a Google spokesperson told Bloomberg.

Google wants to protect its search ad empire

Google’s dominance in search ads is being challenged by companies like OpenAI and Perplexity AI, which are building tools aimed at replacing traditional search. OpenAI’s ChatGPT, for instance, may roll out its own advertising model by 2026.

The company wants to maintain its position as the leader in the search market. In its recent quarterly report, Google reported that its Search brought in over $50 billion, up nearly 10% from last year.

As more users turn to AI chatbots for quick answers instead of typing full queries into traditional search engines, Google is preparing to keep both users and advertisers within its ecosystem. By placing ads in AI conversations, Google is extending search advertising into a new format.

Running generative AI models is expensive. That’s why many startups in the space are also looking to ads as a revenue stream. Participating in Google’s AdSense tests allows them to monetize without building their own ad infrastructure.

‍