ChatGPT Just Landed Ads. Now, Google Won’t Rule Out Ads in Gemini App, Of Course
OpenAI recently began testing advertisements inside ChatGPT, sparking a broader conversation about whether AI chatbots can monetize through ads without alienating users. Now, Google has signaled that its own Gemini app may eventually follow a similar path. During Alphabet’s Q1 2026 earnings call, Google Chief Business Officer Philipp Schindler addressed the possibility directly, leaving the door wide open.
Google’s Measured Response on Gemini Ads
When asked about advertising in the Gemini app, Schindler kept his answer cautious. He explained that Google’s current priorities are the free tier, subscriptions, and AI plans. The company is first focusing on monetizing AI Mode in Search. However, he added a key caveat: if Google finds an ad format that works well in AI Mode, the same concept could eventually be applied to Gemini.
Schindler reminded listeners that ads have historically helped Google scale products to billions of users—as long as they are useful and shown at the right moment. This gives Google a familiar argument if Gemini ads arrive later: advertising can keep a widely used product free. But the company insists it is not rushing that move.
Why AI Companies Are Turning to Advertising Now
This push toward ads ultimately comes down to cost. AI chatbots require expensive computing power every time they generate a response, especially at the scale of hundreds of millions of free users. Subscriptions help, but they may not be enough on their own. Ads provide another way to fund free access without locking every major AI feature behind a paid plan. Users may not like that trade-off, but it explains why OpenAI is testing ads and why Google is leaving Gemini open to the same path.
As a result, the industry is watching closely. OpenAI is already experimenting with ad placements inside ChatGPT, and early results could shape how Google proceeds. Both companies face similar challenges: balancing user experience with revenue generation.
Why Google Is Moving Carefully with Gemini Ads
Google’s slow approach makes sense, given that even OpenAI is still working through the tricky parts of putting ads inside chatbots. A recent report suggested that tracking ad performance in an AI chatbot could be harder than in regular Search. In Search, a query like “best laptop under $1,000” shows clear buying intent. In AI chatbots, that same decision can stretch across comparisons, follow-up questions, and budget changes. This makes it harder for advertisers to tell whether the ad actually helped drive a click or purchase, or whether it simply appeared during the chat without changing the outcome.
Building on this, Google has other reasons to move slowly. Search is still growing, and AI seems to be helping that growth. Schindler noted that people are asking more queries than ever. He pointed to AI Overviews, AI Mode, Lens, Circle to Search, Search Live, and AI-driven search ads as examples of how Google is adding AI across Search without replacing its core business. For more on how AI is reshaping search, read our guide on AI search trends in 2026.
The Challenge of Ad Measurement in Chatbots
One major hurdle remains measurement. In traditional search, advertisers can easily track conversions. In a conversational AI, the user journey is less linear. A person might ask follow-up questions, change their mind, or delay a purchase. This complexity makes it difficult to attribute success to a specific ad. Therefore, both Google and OpenAI are testing formats that feel natural within a dialogue, rather than intrusive.
Additionally, user tolerance for ads in chatbots is unknown. Early feedback from ChatGPT’s test suggests that some users find contextual ads helpful, while others view them as disruptive. Google will likely study this data before rolling out anything in Gemini. For a deeper dive, check out our analysis of ChatGPT’s ad experience so far.
What This Means for Users
In conclusion, the arrival of ads in AI chatbots seems inevitable. The economics of running large language models at scale demand new revenue streams. Subscriptions alone cannot cover the costs for billions of free users. Ads offer a way to keep core features accessible while generating income. However, the execution must be careful. If ads feel intrusive or irrelevant, users may abandon the platform.
On the other hand, if companies like Google and OpenAI get it right—showing useful, well-timed ads within natural conversations—they could create a sustainable model that benefits everyone. For now, both companies are experimenting cautiously. The next few months will reveal whether ChatGPT ads tested the waters successfully, and whether Gemini will follow suit.
