Now Ads Could Be Coming to Google Gemini – Here’s What the Latest Update Means

Following on from recent developments on ads in ChatGPT and Microsoft Copilot, the world of AI-powered discovery continues to evolve at pace, with Google now signaling that its Gemini AI assistant could be next. In a recent interview, Google Senior Vice President of Knowledge and Information, Nick Fox, confirmed that the company is not ruling out advertising in its Gemini AI assistant, contradicting earlier statements that ads would not appear.

Retailers like John Lewis are already preparing for this evolving landscape, investing in AI-powered shopping experiences that ensure products are discoverable across both traditional search engines and AI platforms. For digital marketers and ecommerce brands, this shift has significant implications for visibility, consumer engagement, and long-term growth.

In this blog, we’ll explore what this means for the future of online discovery – and how HookedOnMedia can help forward-thinking brands leverage both LLM (Large Language Model) discovery optimisation and traditional SEO to stay ahead.

 

What Google Actually Said About Gemini Ads

 

Google has long insisted that its Gemini AI chatbot remains ad‑free, and spokespeople have repeatedly pushed back against reports claiming ads are imminent. In late 2025, multiple outlets reported that ads might launch in Gemini as early as 2026 – but Google publicly denied those claims, emphasising that there are no current plans to introduce in‑chat ads.

However, in recent weeks Nick Fox clarified something subtle but critical: Google isn’t ruling out ads entirely. Instead, it is learning from its ad integrations in “AI Mode” – an experience powered by Gemini that already shows ads inside Google’s AI search results – and may eventually bring similar monetisation into the Gemini interface itself.

This change in messaging is important. Rather than a flat “no ads ever,” Google is now signalling a possible future where ads appear alongside or within AI‑generated responses – a scenario that would radically transform how brands get discovered in conversational search environments.

 

How AI Is Expanding Discovery – Not Shrinking Demand

 

Despite concerns that AI search might divert clicks from traditional search engines, usage across search engines and AI assistants has grown rather than contracted. According to industry analysis, total search and discovery usage has increased around 26% globally since 2023 as more people adopt AI‑assisted search alongside traditional search engines.

Why This Matters For Marketers

Instead of replacing search, AI discovery creates an extra channel where people can explore and find what they need.

Brands need to optimise for both traditional rankings and generative AI visibility in order to sustain long‑term discovery performance.

AI assistants like ChatGPT and Gemini are increasingly becoming part of everyday search behaviour, especially for more complex or detailed queries. Even if ads aren’t there yet inside the core Gemini experience, the very prospect of monetisation could change how brands are surfaced and prioritised in AI‑driven recommendations.

 

The John Lewis Example: Future‑Focused Discovery

 

Forward‑thinking brands are already shifting their marketing mix to reflect this new reality. Retailer John Lewis recently launched on TikTok Shop while simultaneously investing in AI product discovery to ensure its products are visible across AI platforms like ChatGPT by the end of the year.

This signals a broader trend: savvy brands are no longer waiting for ads to arrive inside AI – they’re proactively structuring their data, content and product feeds to be discoverable in all kinds of LLM‑powered environments now. This approach pays dividends whether ads happen tomorrow, next year, or eventually across every conversational search platform.

 

Why You Need Both GEO (AI optimisation) and Traditional SEO

 

One of the biggest misconceptions in digital marketing right now is the idea that AI search will replace traditional SEO – that organic rankings will suddenly become irrelevant. The data says otherwise.

While AI search usage is surging, consumers still rely heavily on traditional search engines – and that traditional traffic is still incredibly valuable for clicks, conversions and direct engagement.

This means:

Traditional SEO continues to drive traffic and authority, especially for direct query clicks and lead acquisition.

GEO (AI Optimisation) helps brands appear in the answers inside AI platforms before users even think about clicking.

The two channels are complementary, not competitive – and the most successful brands will optimise for both.

 

How HookedOnMedia Can Help

 

As a forward-thinking Google Partner, our team is at the forefront of integrating AI with traditional SEO, helping UK brands stay ahead in the evolving search landscape.

With some of the most experienced SEO technicians and PPC experts in the country, we combine deep technical knowledge with cutting-edge AI tools, GEO (AI Optimisation) strategies, and industry-leading audit software to help brands stay ahead in both search engines and AI-driven discovery. 

Whether it’s optimising for LLM discovery, maintaining strong organic rankings, or running high-performing PPC and social campaigns, we deliver smarter, more effective results that ensure your brand is visible wherever your customers are searching.

AI is broadening how discovery happens, not shrinking demand. The businesses that get ahead of this – combining strong SEO foundations with robust GEO strategies – will be the ones that thrive in the next era of search.

Ready to future-proof your brand? Say hello to HookedOnMedia.