Specifically, the earnings call transcript reveals how Alphabet’s investments in AI and new generative search capabilities positively impact its business, with implications for marketers and advertisers. Search AdsGoogle Search ads remain Alphabet’s most significant revenue driver, with Search and other ad revenues up 11% year-over-year to $44 billion. New ad formats powered by generative AI will create customized, high-quality ads for every step of the search journey. Overall, marketers are embracing AI-powered Search ad products, with nearly 80% already using at least one. The Search Generative Experience (SGE) applies generative AI to enhance Search similarly.