en.Wedoany.com Reported - Google's introduction of advertising features in AI mode may help small and medium enterprises (SMEs) improve relevance in generative search environments and open new pathways for conversational interaction with their target audiences.
The search giant launched conversational discovery ads on May 20, allowing businesses to use their ads to answer specific user questions. At the same time, Google also introduced highlighted answers, a feature that provides a list of business recommendations in AI mode based on user search content. Additionally, Google released Business Agent for Leads, built on Gemini, which embeds an intelligent brand agent into business ads, enabling users to get instant answers by clicking a chat button on the company's website.
These new features address a challenge that has emerged in the two years since generative search was introduced. Many businesses face discoverability issues and are trying to find ways to leverage generative search to their advantage. This problem is evident not only in Google Search but also in generative AI search engines like Perplexity and chatbots like ChatGPT. Through these new ads and highlighted answers in AI mode, Google offers businesses an opportunity to directly integrate into the consumer purchasing experience and stand out.
Nikhil Lai, an analyst at Gartner, said the broader strategy is to bridge the gap between intent and transaction while embedding agent capabilities across its entire technology stack. He added that by doing so, Google is likely to become the default platform for AI-driven marketing, measurement, and commerce orchestration.
Lai said that with these features, Google also reduces the need for businesses to optimize for user searches. He added that by embedding product guidance and decision support into ads, smaller advertisers can shine in AI-driven discovery moments, which were previously dominated by large brands with strong search infrastructure.
Lai noted that, especially through Business Agents, ads can now enable real-time conversational interactions, allowing customers to ask questions and complete actions such as submitting forms without leaving the search page, which aids lead generation. He pointed out that this effectively transforms ads from static placements into interactive conversion experiences driven by first-party business data, improving advertiser efficiency and responsiveness.
He added that while these features help SMEs get seen in AI-driven experiences, they do not fully solve all challenges, such as brand differentiation in AI responses. Lai said that success now depends on adapting to conversational relevance and AI interpretation, rather than just media spend or targeting.
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