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Hacker News • 10일 전
구글 AI 검색 모드, 광고 도입 공식 발표
IMP 9/10
핵심 요약
구글이 검색 결과 내 AI 모드(AI Mode)에 새로운 형태의 광고를 도입한다고 공식 발표했습니다. 이번 조치는 사용자의 복잡한 질문에 대화형으로 답변하며 상품을 추천하는 방식으로, 검색 생태계가 전통적인 키워드 광고를 넘어 생성형 AI 기반의 개인화된 상품 추천으로 전환되었음을 의미합니다. 실무자들은 성과 추적과 광고 최적화를 위해 기존 캠페인을 'Performance Max' 및 'AI Max' 도구와 연동해야 합니다.
번역된 본문
사람들은 복잡한 주제를 조사하고 자신의 필요에 맞는 제품과 서비스를 발견하기 위해 구글을 찾습니다. 검색 경험이 더욱 스마트해지고 대화형으로 발전함에 따라, 우리는 제미나이(Gemini) 모델을 사용하여 사람들과 기업을 연결하는 매력적이고 유용한 답변을 제공하도록 설계된 새로운 광고 경험을 실험하고 있습니다.
AI 모드에서 더 유용한 광고를 도입합니다 주제를 조사할 때 소비자는 제품이 자신의 독특한 상황에 어떻게 맞는지 정확히 알고 싶어 합니다. 실제로 검색의 AI 모드를 사용할 때 더 빠르고 자신 있는 결정을 내린다고 답한 사람이 75%에 달합니다. 그렇기 때문에 우리는 관련 제품 세부 정보와 유용한 안내를 제공하기 위해 제미나이로 구축된 두 가지 새로운 유형의 광고를 테스트하고 있습니다.
사람들이 선택지를 평가하는 데 도움을 주기 위해, 이 두 가지 새로운 형식은 광고의 일부로 독립적인 'AI 설명(AI explainer)'을 포함할 것입니다. 우리의 제미나이 모델은 제품이나 서비스에 대한 정보를 평가하고 종합하여, 광고주의 소재와 함께 그 맥락을 표시합니다. 이 일관되고 독립적인 응답은 투명성을 보장하고 신뢰를 구축합니다. 또한 이러한 형식은 계속해서 '광고(Sponsored)'로 명확하게 표시될 것입니다.
대화형 디스커버리 광고(Conversational Discovery ads): 이 광고는 사용자의 구체적인 질문에 답변하는 형태를 취합니다. 예를 들어 누군가 "고급 스파나 비 오는 숲처럼 집 안을 향기롭게 만들고 싶습니다. 관리가 쉬우면서도 집을 멋지게 만들 방법은 무엇일까요?"라고 검색했다고 가정해 보겠습니다. 이때 우리는 제미나이 모델을 사용하여 해당 검색에 맞춰진 광고 소재를 구성하고, 관련성 높은 특징들을 강조합니다.
강조된 답변(Highlighted Answers): 사람들이 무언가를 조사할 때 유용한 제안을 원합니다. 이제 AI 모드가 곧 다가올 여행에 가장 좋은 언어 앱과 같은 추천 목록을 제공할 때, 관련성이 높고 고품질의 광고가 '강조된 답변'으로 해당 목록에 게재될 수 있습니다.
우리는 차세대 AI 광고를 검색(Search)에 도입하고 있습니다. 유용하고 스마트한 광고는 단지 AI 모드에만 국한되지 않습니다.
원문 보기 (영어)
Google Ads A new generation of ads for the AI era of Search May 20, 2026 · Share x.com Facebook LinkedIn Mail Copy link Built with Gemini, we're testing new ad formats in Search and expanding our Direct Offers pilot to help brands connect with consumers. Read AI-generated summary General summary Google is integrating Gemini into Search to provide conversational, AI-driven ad experiences that offer product guidance and transparent explanations. You can now use new formats like Conversational Discovery ads, Highlighted Answers, and AI-powered Shopping ads to connect with customers through real-time, personalized advice. To prepare, ensure your campaigns are set up with Performance Max and AI Max tools to take full advantage of these upcoming features. Summaries were generated by Google AI. Generative AI is experimental. Bullet points Google’s "A new generation of ads for the AI era of Search" introduces smarter ads. New AI-powered ads use Gemini to provide helpful, relevant product details for your searches. Conversational ads and highlighted answers give you direct, personalized advice while you research products. New shopping features and chat agents help you make confident buying decisions much faster. Expanded direct offers now include native checkout and travel deals to simplify your shopping. Summaries were generated by Google AI. Generative AI is experimental. Basic explainer Google is updating its ads to work better with AI. These new ads use Gemini to answer your specific questions and explain why a product might be right for you. You’ll see these helpful suggestions while you search or shop online. They’re designed to make finding what you need faster and easier. Summaries were generated by Google AI. Generative AI is experimental. Explore other styles: General summary Bullet points Basic explainer Share x.com Facebook LinkedIn Mail Copy link Your browser does not support the audio element. Listen to article This content is generated by Google AI. Generative AI is experimental [[duration]] minutes Voice Speed Voice Speed 0.75X 1X 1.5X 2X People come to Google to research complex topics and discover products and services that fit their needs. As the Search experience becomes smarter and more conversational, we’re using Gemini models to experiment with new ad experiences designed to provide engaging, helpful answers that connect people with businesses. We’re introducing more helpful ads in AI Mode When researching a topic, consumers want to know exactly how a product suits their unique situation. In fact, 75% of people report making faster, more confident decisions using AI Mode in Search. 1 That’s why we’re testing two new types of ads, built with Gemini, that offer relevant product details along with helpful guidance. To help people evaluate their choices, both of these new formats will feature an independent AI explainer as part of the ad. Our Gemini model evaluates and synthesizes information about a product or service, and displays that context alongside the advertiser’s creative. This coherent, independent response ensures transparency and builds trust. These formats will also continue to be clearly labeled as “Sponsored.” Conversational Discovery ads: With Conversational Discovery ads, your ad answers a person’s specific question. Suppose someone searches, "I am trying to make my house smell like those fancy spas or a rainy forest. What are some low-maintenance ways to make my home smell amazing?" We use the Gemini model to build creative tailored to that search, highlighting specific relevant features. Highlighted Answers: When people are researching, they want helpful suggestions. Now, when AI Mode provides a list of recommendations — like the best language apps for an upcoming trip — highly relevant, high-quality ads are eligible to appear on that list as a Highlighted Answer. Conversational Discovery Ads Highlighted Answers We’re bringing next-gen AI ads to Search Helpful, smart ads aren’t just for AI Mode. In the coming months, we’re bringing two new ways to give people real-time product advice on Search, exactly when it’s needed most. AI-powered Shopping ads Buying something big — like a new fridge or a TV — can be overwhelming. People want to see exactly what they’re looking for and why it’s the best option. To make choosing easier, we’re launching AI-powered Shopping ads. Now, if someone searches for an espresso machine, Gemini will pull up your most relevant products and instantly write a custom explainer highlighting why your product may be the right choice for them. AI-powered Shopping ads Business Agent for Leads When weighing important options, people want to feel confident before they commit. Business Agent for Leads, built with Gemini, puts a smart brand agent right inside your ad. Instead of filling out a static form, a student researching universities can click “Chat” to get instant answers based on your website, turning a practical interaction into a valuable lead. Business Agent for Leads We’re expanding the Direct Offers pilot Since launching the Direct Offers pilot in January 2026, brands like Chewy, Gap and L’Oreal have surfaced highly relevant deals as shoppers explore their options. Today, we’re upgrading this experience to allow more offer types and make it easier to act on these deals. Here’s what’s coming soon: Promotion bundling: Brands can upload a variety of promotions in Google Ads, including discounts, giveaways and local coupons. They’ll soon be able to supply their eligible products and guardrails and use AI Brief to reach the right audiences. We use Gemini to construct a deal — like a highly relevant product bundle — to present the most compelling offer for that specific search. Native checkout: We’ve added native checkout integration for Universal Commerce Protocol (UCP) merchants. This gives shoppers a faster way to secure promotions, helping merchants seamlessly turn high-intent research into completed sales. Travel expansion: Soon, travel partners like Booking and Expedia will be able to surface special offers directly within a person’s AI-assisted trip planning. Promotional bundling + native checkout Travel deals With these updates, Direct Offers will now naturally surface in the AI Mode response as shoppers explore options, making deals more instantly discoverable. To take full advantage of all these new AI-powered formats, build a strong foundation with AI Max for Search, AI Max for Shopping campaigns and Performance Max. We’ll continue to test these formats to ensure they deliver a positive experience for consumers while building a future where your marketing is more actionable than ever. POSTED IN: