Marketing & Business Intelligence

Ads in Google AI Mode: what brands and advertisers should prepare for

Google’s expansion points toward conversational search and new demands for content quality and measurement.

Published November 4, 2026 · ALAVORA editorial analysis

What was announced

On October 28, Google announced the expansion of ads in AI Mode to ten markets and said it intended to expand to other locations, including Brazil, later in 2026. This does not mean every Brazilian advertiser already has access. Availability should be verified inside Google Ads.

A less linear journey

Traditional search often begins with short keywords and a list of results. Conversational experiences support longer follow-up questions. Brands therefore need clear explanations of use cases, differences, limitations and value, not just generic slogans.

Measurement matters

Google says queries in AI Mode are on average three times longer than traditional searches, based on its own research. That figure should not be assumed for every audience. Marketers must assess lead quality, conversions and the post-click experience rather than celebrate traffic alone.