Google has long held a dominant position in the search engine market, but its grip is starting to loosen as generative AI technologies reshape how people find information online. In response, the company is now exploring new ways to sustain its advertising dominance — including inserting ads into AI chatbot conversations, according to a report from Bloomberg.
The report notes that Google is expanding its AdSense for Search program — traditionally used to place ads in search results on websites — to cover interactions within AI-driven chatbots developed by startups. This shift follows a series of trials conducted over the past year with emerging AI search tools like iAsk and Liner. By collaborating with these startups, Google appears to be gauging the potential of monetizing AI-powered conversational platforms.
A Google spokesperson confirmed to Bloomberg that “AdSense for Search is available for websites that want to show relevant ads in their conversational AI experiences,” signaling a more official move into the space.
The change comes at a time when Google’s search business is under increasing pressure. Since ChatGPT burst onto the scene in late 2022, concerns have grown that users may rely more on AI assistants for answers rather than traditional search engines. In response, Google has launched its own chatbot and integrated AI-generated overviews into Search, enabling users to receive quick summaries without clicking through to websites. Still, competition is heating up, particularly from fast-growing AI search startups like Perplexity AI, led by Aravind Srinivas, which combines multiple AI models — including OpenAI’s and DeepSeek’s — to deliver streamlined search results.
Adding to its challenges, Google is also under legal scrutiny in the U.S. A federal judge recently ruled that the company violated antitrust laws by monopolizing the open web digital advertising market. The ongoing remedy phase of this case could significantly shape the future of Google’s search and ad business.
