Google is testing a new ad format within AI Mode that brings elements of the classic Search ad experience into a conversational interface.
These ads present paid suggestions alongside organic responses while clearly labeled as “Sponsored.”
In a demonstration, Duolingo was recommended in response to an inquiry about learning Italian, including detailed product information and use-case recommendations.
The format features explanations styled consistently across both organic and paid results, along with direct paths to conversion, creating a more seamless and integrated user experience.
UPDATE: This ad format is officially called “Highlighted Answers,” as noted here.
💡 Read all announcements from GML 2026 in one place
📅 Learn everything about Google Marketing Live 2026 event