In her third annual letter, Google’s VP and GM of Ads & Commerce, Vidhya Srinivasan, outlines how commercial experiences are being reimagined for 2026. Across Search, YouTube, and shopping infrastructure, AI is reshaping how consumers discover, evaluate, and purchase – with a focus on making experiences more fluid, assistive, and personal.
«The true disruptive force of AI is its ability to make silos disappear, facilitating a conversation that is seamless across media, creative, and data. While the steering and input remain fundamentally human-based, the engine of AI offers us the power to hypercharge those ideas and turn them into something fast, impactful, and unshackled. And this is what Google has leaned into with their updates.» – Michael Ossendrijver, Chief Growth Officer, Incubeta.
Reinventing Ads in Conversational Search
Key focus area
Search is evolving beyond keyword-based queries to include conversational, visual, and AI-assisted interactions. In AI Mode, ads are being redesigned and surfaced to fit naturally within conversational discovery experiences. New sponsored retail formats are being tested, appearing alongside organic recommendations and clearly labeled as sponsored. These formats aim to help users compare brands and find convenient purchasing options. Testing is expanding beyond retail into categories such as travel.
What this means
«We are witnessing the evolution of search from a static retrieval process into a dynamic, assistive experience. By embedding ads natively within the flow of AI conversations, Google is prioritizing utility over interruption. In this new landscape, success for brands is no longer just about ‚being found‘ – it’s about ‚being the answer.‘ Moving forward, aligning product messaging with specific consumer problem-solving will be the cornerstone of any effective search strategy.» – Ash Rane, Client Director of Data, APAC, Incubeta.
«AI has fundamentally reshaped consumer search and purchasing behavior, driving a paradigm shift in the travel industry from ‘Search then Plan’ to ‘Plan while Searching.’ Because travel is a high-consideration, multi-step journey involving flights, lodging, and logistics, conversational ads allow brands to pivot from capturing intent to influencing the active decision-making phase». – Daleen Spence, Client Service Director, Incubeta.
Introducing Direct Offers in AI Mode
Key focus area
Google has introduced Direct Offers within AI Mode as a new monetization experience. This format enables businesses to present tailored offers to shoppers who are ready to purchase, without changing public-facing pricing or promotions. Future expansions will include value-based offers beyond price reductions, such as loyalty benefits and product bundles.
What this means
«In 2026, the competitive advantage belongs to brands that collapse the ‘consideration gap.’ By moving from the traditional journey (Search → Click → Browse Site → Checkout) to a streamlined AI Research → Direct Offer → Checkout flow, we are now capturing intent before it has a chance to cool. Google’s Direct Offers aren’t just an ad format; they are the catalyst that transforms passive research into immediate, frictionless commerce.» – Darren Jones, Paid Media Manager, Incubeta.
«To succeed, brands must deliver hyper-relevant offers in real-time. For instance, if a user compares two luxury resorts within a chat, a brand can trigger a targeted incentive – such as a ‘complimentary airport transfer’ or ‘bonus loyalty points’ – to secure the conversion. By acting as a filter for ‘analysis paralysis,’ conversational AI replaces the 10-tab browsing experience with integrated, side-by-side comparisons, placing sponsored travel formats directly within the user’s natural discovery flow.” – Daleen Spence, Client Service Director, Incubeta.
Enabling Agentic Commerce Through UCP
Key focus area
Agentic commerce has quickly moved from concept to reality. Following the launch of the Agent Payments Protocol (AP2) in 2025, Google introduced the Universal Commerce Protocol (UCP) last month. UCP provides a common language for businesses to connect with AI agents across the shopping journey, including secure digital identity and payments.
UCP-powered checkout is now rolling out in the United States, allowing shoppers to complete purchases directly within AI Mode in Search and the Gemini app. Early integrations include Etsy and Wayfair, with Shopify, Target, and Walmart expected to follow. The protocol is designed to extend beyond retail to support broader commercial experiences.
What this means
«While waiting for local pilots or betas, advertisers must prepare to hit the ‚go‘ button the moment these opportunities arise. In the age of conversational search, relevance is the primary currency for ad visibility. These platforms prioritise user experience above all else to maintain long-term engagement. To succeed, brands must ensure their digital ecosystems – websites, apps, and product feeds – are ‚AI-ready.‘ This means implementing robust structured data, refining product details to mirror natural language queries, and expanding product-level FAQs. Furthermore, advertisers should maximise feed attributes, maintain real-time inventory accuracy, and leverage third-party reviews to boost brand authority. Finally, early integration with feed submission programs and Universal Customer Profile (UCP) systems will be the deciding factor in maintaining compliance and gaining a first-mover advantage.» – Zuzana Hughes, Search Director, Incubeta.
Scaling Creative and Performance with Gemini 3
Key focus area
Gemini 3 underpins Google’s ad tools and represents the company’s most advanced model to date. As the model improves, ad products improve without requiring changes from advertisers.
Generative tools such as Nano Banana, Imagen and Veo 3 in Google Ads Asset Studio enable advertisers to produce studio-quality creative assets quickly, including image-to-video generation. Adoption of Gemini-generated creative has accelerated significantly, with substantial increases in asset production throughout 2025.
On the performance side, AI Max enhances Search campaigns by expanding reach and capturing incremental search demand. These AI-powered campaigns are designed to adapt as user experiences evolve.
What this means
“To leverage the power of these advancements, structured data needs to be treated as the ’new packaging.‘ Just as a physical product must catch the eye on a shelf, in AI Mode, your product feed is the AI’s brain. If the technical metadata – like weather ratings or sustainability – isn’t there, the product effectively doesn’t exist to the model. There is a move away from simply ‚buying clicks‘ to ‚building the intelligence‘ that makes Google’s AI choose a brand as the single, perfect recommendation for a complex human need.» – Devin Botha, Director of Automation, Incubeta.
Re-Engineering Measurement Infrastructure
Key focus area
Google is redesigning its measurement stack to address fragmented data and conflicting industry solutions. The goal is to create a consolidated, end-to-end measurement system that helps advertisers understand performance and make investment decisions that drive measurable growth.
What this means
“As Google’s measurement stack evolves toward a consolidated, end-to-end system, the margin for error for brands is rapidly shrinking. Continuing to rely on fragmented, surface-level metrics isn’t just a technical debt – it’s a strategic liability. Advertisers who fail to adopt these advanced tools now to understand true incremental value will find themselves decisively behind the 8-ball, unable to compete in an AI-driven market where data precision is the only path to measurable growth.” – Ash Rane, Client Director of Data, APAC, Incubeta.
Turning Creator Influence into Business Impact on YouTube
Key focus area
YouTube remains the most-watched streaming platform in the United States, serving as a major driver of product discovery. In 2026, Google is strengthening connections between brands and creators by using AI to better understand content and audiences, and to match brands with relevant creator communities. Initiatives like Open Call are being expanded to help advertisers source creator partnerships. The objective is to convert creators’ organic influence into measurable business outcomes.
What this means
“YouTube provides one of the biggest opportunities leveraging the best creator content for reaching audiences in a high-attention environment to spur on downstream positive impact on engagement and growth. AI will provide the capability to understand the most impactful content, channels and strategies which are key to driving this growth.” – Julien Fievez, Director of Strategy, Incubeta.
Building on a Foundation of Trust
Key focus area
As AI agents play a greater role in commerce, Google states that data privacy and security remain central. The company emphasizes that its longstanding standards for responsible innovation will continue to underpin agentic and AI-first commercial experiences.
What this means
“Ultimately, as we move toward this agentic economy, we must bridge human intent with machine execution – viewing growth and trust not as costs to manage, but as capital assets that compound in value over time.” – Jacques van Niekerk, Group CEO, Incubeta.
«In this new landscape, being available isn’t enough. Brands must be understood by machines, trusted by humans, and aligned with values that matter. Success will come to those who invest early in clean data, responsive systems, and messaging that resonates not just with people, but with the AI agents acting on their behalf.» – Alex Langshur, Americas CEO, Incubeta.