Google leaves door open to ads in Gemini

Google is leaving the door open to advertising in its Gemini AI app, with a senior executive telling WIRED the company is “not ruling them out” — a notable shift from the flat denials made just months ago.

What’s changed: In January, Google DeepMind CEO Demis Hassabis told reporters at Davos that Google had no plans to put ads in Gemini. Now, SVP Nick Fox is saying otherwise — noting that learnings from ads in AI Mode will “likely carry over” to Gemini down the road.

The current strategy. Rather than rushing into Gemini, Google is using AI Mode — its Gemini-powered Search product — as a testing ground for ad formats in AI experiences.

• Ads are kept separate from organic results and clearly labeled
• Google says it only shows ads when they’re relevant — if nothing fits, nothing runs
• The company is drawing on 20-plus years of Search ad experience to inform the approach

Why we care. Google’s entire business is built on…