Google Ads have entered the chat – the Google Search Generative Experience (SGE) conversational chat, that is. On the heels of the AI-powered enhancements announced at Google I/O earlier this month, Google gave advertisers a slightly more precise picture of the ads plans within SGE today at Google Marketing Live 2023:Google is experimenting with directly integrating Search and Shopping ads within the AI snapshot and conversational mode. There will also be the experimentation of newer native formats that leverage generative AI for ad creation customized to the user journey. Additionally, being in such an early stage, there is no way to opt in or out of ads showing in SGE. The implementation at Google I/O seemed slightly disjointed, with the ad results up and away from the chat.