Google says it is launching multiturn ads in the US, which lets ads show up in follow-up questions in AI Mode, according to Google's announcement from Shashi Thakur, who leads Search ads. The post is dated Oct. 28, 2026. Ads will be "clearly labeled as 'Sponsored.'"
What this means for you
Google is launching multiturn ads in the US, so once they reach you, a follow-up question in AI Mode can carry an ad, not only your first query. The post gives no date for the launch. The label to look for is "Sponsored."
Google does not say when the US launch happens, how multiturn ads look, or whether every follow-up will carry one.
Where AI Mode ads are expanding
In the same post, Google says it is scaling ads in AI Mode now in Australia, Canada, India, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, the Philippines and Singapore. In Q4 2026 it plans to expand to additional locales, including Brazil, Mexico and the United Kingdom.
The numbers Google gives
- AI Mode queries are on average about three times longer than traditional searches (Google AI Mode Report, US, May 2026).
- Click-through rates are already similar between sponsored and organic product list items in AI Mode (Google internal data, US, Aug. 20 to Sept. 3, 2026).
Both are Google's own figures, and we have not verified them independently.
What Google's post does not say
- When multiturn ads start in the US.
- What they look like, or how the Sponsored label is placed.
- Which languages, ad formats or dates apply in the new markets.
- Any pricing.
Google only says it will "continue testing new formats," per its post.
Related
For another recent change to how Google uses your data for ads, see Google may use info from connected Photos and Workspace apps for ads, if you opt in. For how AI Search results are laid out, see Google's plan to show links higher in AI Search. More is in AI & Apps.
