We’re testing new ad formats in Search and expanding our Direct Offers pilot

我们正在搜索中测试新的广告格式，并扩大“直接优惠”试点项目

People come to Google to research complex topics and discover products and services that fit their needs. As the Search experience becomes smarter and more conversational, we’re using Gemini models to experiment with new ad experiences designed to provide engaging, helpful answers that connect people with businesses. 人们来到 Google 是为了研究复杂的主题，并发现符合其需求的产品和服务。随着搜索体验变得更加智能和对话化，我们正在利用 Gemini 模型试验新的广告体验，旨在提供引人入胜且有用的答案，将用户与企业联系起来。

We’re introducing more helpful ads in AI Mode

我们正在 AI 模式中引入更有用的广告

When researching a topic, consumers want to know exactly how a product suits their unique situation. In fact, 75% of people report making faster, more confident decisions using AI Mode in Search. That’s why we’re testing two new types of ads, built with Gemini, that offer relevant product details along with helpful guidance. 在研究某个主题时，消费者希望确切地了解产品如何适合他们的独特情况。事实上，75% 的人表示，在使用搜索中的 AI 模式时，他们能更快、更自信地做出决策。这就是为什么我们正在测试两种基于 Gemini 构建的新型广告，它们在提供相关产品详情的同时，还能提供有用的指导。

To help people evaluate their choices, both of these new formats will feature an independent AI explainer as part of the ad. Our Gemini model evaluates and synthesizes information about a product or service, and displays that context alongside the advertiser’s creative. This coherent, independent response ensures transparency and builds trust. These formats will also continue to be clearly labeled as “Sponsored.” 为了帮助人们评估选择，这两种新格式都将包含一个独立的 AI 说明作为广告的一部分。我们的 Gemini 模型会评估并综合有关产品或服务的信息，并将这些背景信息与广告商的创意内容一起展示。这种连贯、独立的回复确保了透明度并建立了信任。这些格式也将继续被清晰地标记为“赞助内容”。

Conversational Discovery ads: With Conversational Discovery ads, your ad answers a person’s specific question. Suppose someone searches, “I am trying to make my house smell like those fancy spas or a rainy forest. What are some low-maintenance ways to make my home smell amazing?” We use the Gemini model to build creative tailored to that search, highlighting specific relevant features. 对话式发现广告 (Conversational Discovery ads)： 通过对话式发现广告，您的广告可以直接回答用户的具体问题。假设有人搜索：“我想让我的房子闻起来像那些高级水疗中心或雨后的森林。有什么低维护成本的方法能让家里闻起来很棒？”我们使用 Gemini 模型构建针对该搜索量身定制的创意，突出显示特定的相关功能。

Highlighted Answers: When people are researching, they want helpful suggestions. Now, when AI Mode provides a list of recommendations — like the best language apps for an upcoming trip — highly relevant, high-quality ads are eligible to appear on that list as a Highlighted Answer. 高亮答案 (Highlighted Answers)： 当人们进行研究时，他们需要有用的建议。现在，当 AI 模式提供推荐列表时（例如为即将到来的旅行推荐最佳语言应用程序），高度相关且高质量的广告将有资格作为“高亮答案”出现在该列表中。

We’re bringing next-gen AI ads to Search

我们正在将下一代 AI 广告引入搜索

Helpful, smart ads aren’t just for AI Mode. In the coming months, we’re bringing two new ways to give people real-time product advice on Search, exactly when it’s needed most. 有用且智能的广告不仅仅适用于 AI 模式。在接下来的几个月里，我们将引入两种新方式，在用户最需要的时候，在搜索中为他们提供实时的产品建议。

AI-powered Shopping ads: Buying something big — like a new fridge or a TV — can be overwhelming. People want to see exactly what they’re looking for and why it’s the best option. To make choosing easier, we’re launching AI-powered Shopping ads. Now, if someone searches for an espresso machine, Gemini will pull up your most relevant products and instantly write a custom explainer highlighting why your product may be the right choice for them. AI 驱动的购物广告 (AI-powered Shopping ads)： 购买大件商品（如新冰箱或电视）可能会让人感到不知所措。人们希望确切地看到他们正在寻找的东西，以及为什么它是最佳选择。为了让选择变得更容易，我们推出了 AI 驱动的购物广告。现在，如果有人搜索浓缩咖啡机，Gemini 将调出您最相关的产品，并立即撰写一份自定义说明，强调为什么您的产品可能是他们的正确选择。

Business Agent for Leads: When weighing important options, people want to feel confident before they commit. Business Agent for Leads, built with Gemini, puts a smart brand agent right inside your ad. Instead of filling out a static form, a student researching universities can click “Chat” to get instant answers based on your website, turning a practical interaction into a valuable lead. 潜在客户业务代理 (Business Agent for Leads)： 在权衡重要选项时，人们希望在做出决定前感到自信。基于 Gemini 构建的“潜在客户业务代理”将一个智能品牌代理直接置于您的广告中。学生在研究大学时，无需填写静态表格，只需点击“聊天”即可根据您的网站获得即时答案，从而将一次实际的互动转化为有价值的潜在客户。

We’re expanding the Direct Offers pilot

我们正在扩大“直接优惠”试点项目

Since launching the Direct Offers pilot in January 2026, brands like Chewy, Gap and L’Oreal have surfaced highly relevant deals as shoppers explore their options. Today, we’re upgrading this experience to allow more offer types and make it easier to act on these deals. 自 2026 年 1 月推出“直接优惠”试点项目以来，Chewy、Gap 和欧莱雅等品牌在购物者探索选项时，展示了高度相关的优惠。今天，我们正在升级这一体验，以允许更多优惠类型，并使用户更容易采取行动。

Promotion bundling: Brands can upload a variety of promotions in Google Ads, including discounts, giveaways and local coupons. They’ll soon be able to supply their eligible products and guardrails and use AI Brief to reach the right audiences. We use Gemini to construct a deal — like a highly relevant product bundle — to present the most compelling offer for that specific search. 促销捆绑： 品牌可以在 Google Ads 中上传各种促销活动，包括折扣、赠品和本地优惠券。他们很快就能提供符合条件的产品和准则，并使用 AI Brief 来触达目标受众。我们使用 Gemini 来构建交易（例如高度相关的产品捆绑包），从而为该特定搜索呈现最具吸引力的优惠。

Native checkout: We’ve added native checkout integration for Universal Commerce Protocol (UCP) merchants. This gives shoppers a faster way to secure promotions, helping merchants seamlessly turn high-intent research into completed sales. 原生结账： 我们为通用商务协议 (UCP) 商家添加了原生结账集成。这为购物者提供了一种更快捷的方式来获取优惠，帮助商家无缝地将高意向的研究转化为最终销售。

Travel expansion: Soon, travel partners… 旅游业扩展： 不久之后，旅游合作伙伴……