Google has begun a new round of experiments that place advertisements directly inside the automated responses generated by its AI Overview feature-previously known as the Search Generative Experience (SGE). The updated test introduces a monetization format where ads appear as part of the AI-constructed summary users see at the top of certain search results.
During the trial, a clearly marked “Sponsored” section is displayed within the AI Overview panel. Although the layout resembles the style of Google’s AI-generated explanations, the sponsored material is visually separated to ensure users can distinguish paid placements from organic information. These ads typically contain product links or promotional suggestions related to the original query.
The experiment currently applies only to a limited range of searches in the United States. Early sightings from users included queries such as “how to wash a leather bag,” where practical cleaning advice from the AI Overview was followed by a sponsored product recommendation.
Google confirmed the testing shortly afterward, noting that this rollout is part of an early-stage evaluation. The company emphasized that the design, placement, and targeting of AI-embedded ads may change as it collects feedback from advertisers and everyday searchers.
By inserting advertising directly into AI-generated results, Google is taking a major step toward defining how its next generation of search experiences will be funded. Industry observers say this experiment could shape the future relationship between AI-assisted information retrieval and digital advertising.
