Google’s SGE is getting ads

Oct. 27, 2023 | By Mindshare

Google is actively developing new ad formats for its generative AI-powered Search Generative Experience (SGE), which is in its early stages and currently available for user testing.

Google CEO Sundar Pichai announced the company's plans to experiment with native ad formats for its SGE, that is designed to customize every step of the search journey, during the company’s Q3 earnings call.

Google introduced its AI-powered search experience at the Google I/O developer conference in May, initially available in the U.S. and later expanded to users in Japan and India in August. While Google already displays ads above (on desktop) and below (on mobile) the SGE results box, it is now exploring customized ads within the SGE. For example, if a user searches for a surfing experience in Maui, Google may present a personalized ad for a travel experience within the SGE, labelled as "sponsored."

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