Google expands AI Mode ads to ten more countries
Google is expanding advertisements in AI Mode, its search feature, to ten more countries, with Brazil, Mexico and the UK due to follow later this year. The move could help address a profitability gap: Alphabet executives said AI Mode was bringing in less revenue than Google was spending on it.
The new ad markets are Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. Google also plans to show ads in US follow-up queries, a format it calls “multiturn” advertising. The company says early ad results are promising; it began testing sponsored content in November after AI Mode became available across the US in May 2025.
In short
- Google is expanding AI Mode ads to ten more countries.
- Brazil, Mexico and the UK are due to follow later this year.
- US follow-up queries will also include sponsored content.
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The case for
Expanding ads could help Google cover the substantial costs of running AI Mode and sustain investment in a service users can access without a separate fee. If clearly identified and relevant, sponsored results may also connect people with useful products or services while giving businesses new ways to reach audiences across more countries and follow-up searches.
The case against
Introducing more ads into AI-generated answers risks making a tool designed to help users feel more like a sales channel, especially if sponsored material is hard to distinguish from neutral guidance. Expanding into more markets and follow-up queries could increase that pressure, potentially weakening trust or the quality of answers even if advertising helps fund the service.
Explained simply
Google is part of Alphabet, a company that runs the world’s most widely used search engine. AI Mode is a search feature that uses artificial intelligence to give users conversational answers and let them ask follow-up questions.
Google earns much of its money from ads shown alongside search results. AI Mode requires investment in computing and development, and Alphabet executives have said it currently brings in less advertising revenue than it costs to run. Ads in follow-up queries are intended to create more opportunities to show sponsored content as people continue a search.
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Originally published by Engadget as “Google brings AI Mode advertisements to more countries”.