Google, Naver integrate ads into AI-powered search tools as search landscape shifts

As generative artificial intelligence (AI) reshapes the search engine landscape, Google and Naver are accelerating efforts to integrate advertising into their AI services in a bid to offset soaring infrastructure costs and shore up their legacy ad businesses, with context-driven ads emerging as their preferred solution. Google has recently opened the door to introduce ads directly into its AI chatbot Gemini, softening its earlier stance that it had no such plans. During the company’s first-quarter earnings call on April 30, Chief Business Officer Philipp Schindler emphasized the longstanding role of advertising in scaling digital platforms. “Ads have always been a big part of scaling products to reach billions of people,” he said. “And if done well, ads can be really valuable and really helpful commercial information.” However, he struck a cautious tone, adding, “At the right moment, we'll share any plans as we have said, but we're not rushing anything here." Google has continued to test paid placements inside the AI Overview feature at the top of its search results, suggestinWeiter zum vollständigen Artikel bei Korea Times Weiter zum vollständigen Artikel bei Korea Times