Google has been going big on generative AI, and that’s changing even its original product: Google Search. In the US, search results have already started to look quite different due to the incorporation of AI summaries at the top. That’s going to roll out everywhere, and there’s more to come, particularly when it comes to ads.

Advertisers are singing the praises of new ad placements and tools that will allow quicker customisation and segmentation. But it means Google is slowing turning from a search engine that helps users find useful content to a kind of AI assistant that provides the answers directly, whether those answers are right or not.