• by Laurie Sullivan , Staff Writer @lauriesullivan, Yesterday

Google has begun to roll out conversational talk and listen for AI Mode in its search app, but ads could become the next venture the company conquers.

The version launched today enables users to have a complete back-and-forth audio conversation with search and explore links from across the web.

The experimental Search feature allows users to ask complex, multipart questions and is integrated into Search Live. Users can have a voice conversation with Search and explore links from across the web through the new Live icon, ask a question, get an AI-generated audio response and follow up with another question if needed.

Think of ads that allow brands to participate in a conversational experience. Google actively explores integrating ads in AI Mode, and this could offer different opportunities for brands and consumers. We could be looking at the precursor to conversational ads.

Brands could base ad targeting on inflections in the voice as well as the interest, intent and ability to understand context in the conversation.  

A conversational ads format will emerge, but without that incentive to clickthrough to a website will product lower clickthrough rates because consumers may remain in the conversational interface. It could even product fewer ad serving opportunities and increased competition for available spaces.

The launch of this feature is being viewed as Google’s answer to services from Perplexity, OpenAI and others.

This update gives Google a voice mode. It comes a few weeks after Google rolled out AI Mode to all in the U.S. 

"This is perfect for when you're on the go or multitasking, like if you're packing for a trip," Liza Ma, director of product management at Google Search, wrote in a blog post.

The demonstration in the post looks for tips to prevent "a linen dress from wrinkling in a suitcase.” The AI-generated audio responds, allowing the user to follow up with another question when needed. "What should I do if it still wrinkles?"

Links that follow responses provide a way to click-through to the content on the web, where the AI picked up the idea. 

Search Live works in the background, so uses can continue the conversation while in another app. It also has a “transcript” button to view the text response and continue to ask questions by typing. Users also can revisit a Search Live response, pick up where they left off by using the AI Mode history.

In the coming months, Google plans to bring more Live capabilities to AI Mode. This includes allowing users to ask questions based on what their phone’s camera is seeing in real time.