Google announced the expansion of ad display in Search's AI Mode to ten new nations, placing Brazil among the markets that will receive this feature by the fourth quarter of 2026. This measure aims to increase the visibility of advertising in searches conducted through artificial intelligence (AI), keeping pace with the transformation in how users search for products and information on the internet.
Shashi Thakur, Vice President and General Manager of Google Search Ads, detailed that queries made in AI Mode tend to be, on average, three times longer than conventional searches. The company argues that this conversational format aids in a deeper understanding of user needs, allowing for the presentation of relevant offers.
Besides Brazil, the expansion schedule covers Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines, and Singapore. Additionally, the company plans to introduce the feature in Mexico and the United Kingdom this quarter.
This expansion coincides with the integration of AI experiences into Google's main search service. Users are no longer solely dependent on short keywords but can now describe scenarios, compare options, and ask sequential questions to refine their searches.
For advertisers, this new pattern of behavior offers the opportunity to display their services and products at more precise points in the buying journey. However, for users themselves, the challenge arises of differentiating advertising recommendations from organic information, even when ads are embedded in an AI-based search experience.
Google assured that it will continue testing different formats to ensure that ads remain relevant and useful. Although the forecast for Brazil is the fourth quarter of 2026, the company did not specify an exact date for the implementation of the feature in the country.