Jan 13, 2026 14:00:00

Google introduces new personalized ads with Gemini AI mode, allowing users to receive exclusive offers at the best time to buy.

Google Search's

AI mode uses AI to quickly search for long, complex questions and tasks. Initially, ads were not displayed in AI mode to prioritize user experience, but ads were tested in AI mode in November 2025, and on January 12, 2026, an advertising feature called ' Direct Offers ' was announced, which displays personalized product offers based on search content.

New tech and tools for retailers to succeed in an agentic shopping era
https://blog.google/products/ads-commerce/agentic-commerce-ai-tools-protocol-retailers-platforms/

Today we introduced Direct Offers—a new way for shoppers to find exclusive deals in AI Mode. 🛍

Advertisers should think of Direct Offers less like a standard ad and more like a salesperson negotiating a deal on your behalf. It allows you to offer special discounts to…

— AdsLiaison (@adsliaison) January 11, 2026

Google brings personalized deals to AI shopping, shifts ads beyond search links
https://bestmediainfo.com/mediainfo/mediainfo-digital/google-brings-personalized-deals-to-ai-shopping-shifts-ads-beyond-search-links-10990579

Starting in November 2025, Google One users were tested to display ads labeled 'Sponsored' under AI answers in AI mode. Following the introduction of ads in the 'AI summary' in October 2024, Google is now planning to expand the reach of its ads.

Ads finally appear in Google Search AI mode, ads appear at the bottom of the page with a 'Sponsored' label - GIGAZINE

On January 12, 2026, Google announced 'Direct Offers,' a new AI-powered advertising platform. Google Vice President of Advertising Vidya Srinivasan said, 'A new era of shopping will be powered by AI. We look forward to building it together.'

Unlike traditional search ads, Direct Offers uses AI to determine a user's purchasing status and present discounts and special offers at the optimal time. According to Google, Direct Offers is 'like having a personal salesperson approach you with a deal.'

In the movie introducing Direct Offers, users who searched for 'I want a rug like this' using AI mode are shown a special offer called 'Sponsored deal.' The special offer is tailored to the user's needs and is a special price such as 20% off.

Direct Offers uses AI to analyze users' purchasing intent and market context, and then determines the 'most important moment to close a sale' and presents offers based on that. The goal is to deliver higher value offers by using AI to appropriately connect users with high purchasing intent with advertisers.

Direct Offers was released as part of Google's Agentic Commerce initiative, which uses AI agents to support the entire shopping experience. Other features announced at the same time include the Universal Commerce Protocol (UCP), a common standard for connecting AI agents with retailers and payment systems; a new checkout feature that lets customers complete purchases of products found in the Gemini app or AI mode without going through a separate website; and Business Agent, a feature that allows AI salespeople from individual companies to explain products and provide purchasing support within Google Search.

First, we're laying the foundation of agentic commerce with the new Universal Commerce Protocol (UCP). We co-developed this open standard with retail industry leaders. It lets agents and systems from across the ecosystem talk to each other along the many steps in a shopping… pic.twitter.com/IWxHRnM5qj

— Vidhya Srinivasan (@VidsSrinivasan) January 11, 2026

Direct Offers is currently being tested with select advertisers, and Business Agent will be available at select retailers from January 12, 2026. The ability to purchase directly in AI mode is scheduled to be rolled out to select retailers in the US within the next few weeks. At the time of writing, the launch dates for both services in Japan have not yet been announced.