Google expands AI Search ads globally as core ad growth slows
Google is bringing ads in its AI-powered Search experiences to international markets, betting that generative AI can open up new revenue opportunities even as growth in its core search advertising business slows.
谷歌正在将其人工智能驱动的搜索体验中的广告引入国际市场，押注生成式人工智能能够开辟新的收入机会，尽管其核心搜索广告业务的增长正在放缓。
The announcement came Wednesday during Alphabet’s third-quarter earnings call, as the company reported $127.6 billion in revenue, up 25% year over year. But Search advertising growth continued to decelerate, and Alphabet shares fell 8% following the results.
这一消息是在周三 Alphabet 的第三季度财报电话会议上宣布的，该公司报告营收为 1276 亿美元，同比增长 25%。但搜索广告业务的增长持续放缓，财报发布后 Alphabet 股价下跌了 8%。
Google Search revenue grew 12% year over year in the third quarter, down from 17% growth in the second quarter and 19% in the first quarter. The slowdown puts added pressure on Google to turn its expanding AI features into a meaningful source of advertising revenue.
谷歌搜索业务第三季度营收同比增长 12%，低于第二季度的 17% 和第一季度的 19%。这种放缓给谷歌带来了额外的压力，迫使其将不断扩展的人工智能功能转化为有意义的广告收入来源。
“We are now scaling high-quality ads within AI overviews in AI mode to more users and queries,” Philipp Schindler, Google’s chief business officer, said during the call with investors. “This includes taking our monetization footprint global for the first time. Today, we’re announcing the expansion of ads in AI mode into international markets alongside multi-turn ads and AI mode in the U.S.”
“我们现在正在将人工智能模式下人工智能概览中的高质量广告扩展到更多的用户和查询中，”谷歌首席商务官菲利普·辛德勒（Philipp Schindler）在与投资者的电话会议上表示。“这包括首次将我们的货币化足迹扩展到全球。今天，我们宣布在将人工智能模式下的广告扩展到国际市场的同时，也在美国推出多轮对话广告和人工智能模式。”
Google says early results suggest the formats are working. Click-through rates for sponsored product listings in AI Mode are already comparable to those for organic listings, according to Schindler. The company’s user research also indicates that people find the ads relevant.
谷歌表示，初步结果表明这些格式是有效的。辛德勒称，人工智能模式下赞助产品列表的点击率已经与自然搜索结果的点击率相当。该公司的用户研究也表明，人们认为这些广告是相关的。
The move builds on Google’s May announcement of new Gemini-powered ad formats, including conversational discovery ads that respond to users’ questions and sponsored recommendations integrated into AI-generated answers.
此举建立在谷歌五月份宣布的基于 Gemini 的新广告格式的基础上，其中包括响应用户问题的对话式发现广告，以及集成在人工智能生成答案中的赞助推荐。
Google CEO Sundar Pichai also said that Search queries grew at their fastest year-over-year rate in five years, though he did not disclose the exact growth rate. He credited AI features with changing how people use Search, including prompting longer and more complex queries.
谷歌首席执行官桑达尔·皮查伊（Sundar Pichai）还表示，搜索查询量的同比增长率达到了五年来的最高水平，但他没有透露具体的增长率。他将此归功于人工智能功能改变了人们使用搜索的方式，包括促使人们进行更长、更复杂的查询。
Queries in AI Mode are three times longer on average than traditional searches, Pichai said, while one in five AI Mode searches globally involves voice, images, or documents. Google has also surpassed 50 billion visual searches per month.
皮查伊说，人工智能模式下的查询平均长度是传统搜索的三倍，全球五分之一的人工智能模式搜索涉及语音、图像或文档。谷歌每月的视觉搜索量也已超过 500 亿次。
“[Search] is bringing the benefits of AI to more people than any other product in the world,” Pichai told investors. “People are using our AI features more, searching in entirely new ways. Their queries are longer, personalized, and multimodal.”
“（搜索）正在将人工智能的好处带给比世界上任何其他产品都多的人，”皮查伊告诉投资者。“人们正在更多地使用我们的人工智能功能，以全新的方式进行搜索。他们的查询更长、更个性化，且具有多模态特征。”
Alphabet’s Google Services division, which includes Search, generated $96.3 billion in revenue, up 11% year over year. Google Cloud revenue surged 103% to $30.7 billion. The results follow a busy quarter for Google, including the release of Gemini 4 Argon, the growth of the Gemini app to 1 billion monthly users, and the launch of its Pixel 11 lineup.
Alphabet 旗下的谷歌服务部门（包括搜索业务）营收为 963 亿美元，同比增长 11%。谷歌云营收激增 103%，达到 307 亿美元。这些业绩是在谷歌忙碌的一个季度之后取得的，其中包括发布 Gemini 4 Argon、Gemini 应用程序月活跃用户增长至 10 亿，以及推出 Pixel 11 系列产品。