Google has started showing ads in chatbot conversations through its AdSense for Search network, expanding its digital advertising strategy as generative AI becomes more prevalent. The tech giant conducted tests with AI search apps like iAsk and Liner last year and earlier this year before rolling out the feature to AI startups in 2025, according to Bloomberg.
Google’s ads business remains highly lucrative, maintaining a 90% share of the global search market, according to Statcounter. However, the emergence of rival AI chatbots like OpenAI’s ChatGPT is threatening Google’s dominance by providing consumers with quicker and more succinct information.
A Google spokesperson confirmed that “AdSense for Search is available for websites that want to show relevant ads in their conversational AI experiences.” This move is seen as a strategic effort to stay profitable as the search market evolves.
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Google’s collaboration with AI startups has raised concerns among regulators. Two US senators recently questioned Google about its partnership with Anthropic, citing competition concerns. The Department of Justice also noted that Google’s search engine market monopoly is supporting its AI strategy, while its use of AI is further enhancing its search market monopoly.
In April 2025, a US judge ruled that Google violated antitrust laws by “willfully acquiring and maintaining monopoly power” in the advertising technology market. A further hearing will be required to determine potential remedies.
