Alphabet has announced the introduction of adverts to Google AI Overviews, one of several major announcements at the 2025 Google Marketing Live EMEA conference. This marks a seismic shift in the AI and search landscapes, with performance marketers watching closely to assess its impact.
By integrating ads into its AI Overviews, Google hopes to continue its long line of success stories in introducing new ad formats, from the first Google Search ads in 2000 (for a small business selling mail order live lobsters) to the launch of YouTube ads in 2007. Since the rollout of AI Overviews for many search queries, Google says it has seen increased user satisfaction, with more complex queries becoming the norm. These developments should now appeal to brands looking for meaningful ways to reach consumers who are actively in-market.
But while the changes are certain to excite advertisers, several questions remain. For one, OpenAI poses a threat to Google’s monopoly on information that is unprecedented since Google first established dominance in Search decades ago. According to UKOM/Ipsos Iris data, OpenAI has a more than 25% monthly reach among 15-24s, whilst its biggest growth audience is 35-44s. As many abandon search entirely in favour of using ChatGPT for even simple queries, it remains to be seen whether Google’s advanced AI summaries will be sufficient to win lapsed users back.
Indeed, whilst the introduction of ads to AI summaries may seem inevitable, it has been a long time coming. From the moment ChatGPT launched in late 2022, sending shockwaves around the world as users grappled with the new technology, there has been debate as to whether – and when – GPT models would start to roll-out advertising. OpenAI has openly mulled the possibility of incorporating ads into its products, though has so far resisted.
What does this mean for brands?
It is important to note that, despite the changes, many brands will not notice immediate changes in their search landscape. According to analysis by Adthena of 10.4 million search engine results, Google’s AI Overview appears mostly on longer search queries. But there is variance between categories, with AI Overview triggering for 40% of one-word healthcare searches, versus just 1% of travel queries. Likewise, for retail, AI Overview is only likely to appear on queries of 8+ words.
With the exception of healthcare, queries in each of the four categories tested were highly unlikely to return AI Overviews when branded terms are used. This means that most brands’ organic search strategies are unlikely to see immediate effects following the introduction of ads.
Xanthe Pickford-Avery, the7stars’ Head of Search, notes that for brands to successfully navigate the complex Search landscape, they should refrain from putting their eggs all in one basket. The introduction of ads into Google’s AI will impact some brands, including those in categories most susceptible to AI Overviews, but it represents just one component of a successful search strategy.
Whether Google’s new strategy will prove to be successful remains to be seen, but it may be the first of many new integrations as advertisers grapple with new forums to reach their consumers.
