By Matt G. Southern
Publication Date: 2026-01-26 16:17:00
Google DeepMind CEO Demis Hassabis said Google doesn’t have any current plans to introduce advertising into its Gemini AI assistant, citing unresolved questions about user trust.
Speaking at the World Economic Forum in Davos, Hassabis said AI assistants represent a different product than search. He believes Gemini should be built for users first.
“In the realm of assistants, if you think of the chatbot as an assistant that’s meant to be helpful and ideally in my mind, as they become more powerful, the kind of technology that works for you as the individual,” Hassabis said in an interview with Axios. “That’s what I’d like to see with these systems.”
He said no one in the industry has figured out how advertising fits into that model.
“There is a question about how does ads fit into that model, where you want to have trust in your assistant,” Hassabis said. “I think no one’s really got a full answer to that yet.”
When asked directly about Google’s plans,…
