AI ads: Blurring the line between information, recommendation and promotion

Google's decision to try out advertisements within its Gemini AI experience could change both revenue structures as well as how advertising is targeted, but it also raises several ethical questions

As AI assistants become the new digital gateway, Google’s decision to experiment with advertisements within Gemini-powered AI experiences signals a major shift in how information and promotion will co-exist. What once felt like a distraction-free, utility-driven space is now opening up to commercial influence—blurring lines between answers, recommendations, and ads.

 

While monetisation has remained the Achilles’ heel of most large language model (LLM) providers — with subscriptions serving as the primary revenue stream — Google’s move could set the tone for broader ad-driven business models across the ecosystem.

 

For brands this can be an opportune time provided they understand this