Google AI Overviews and AI Mode

This chapter sets out where Google shows ads in its AI search features, which countries and languages each placement covers, and what a UAE advertiser can actually buy today. The central distinction is between ads placed around an AI Overview and ads placed inside one. Ads above or below AI Overviews can run in "all 200+ markets where AI Overviews are available", and the UAE is one of those markets (Google Ads Help; Google Search Help). Ads within AI Overviews are "currently available in English" in 12 countries, and the UAE and Arabic are not among them (Google Ads Help; Google). No source in this book's research places ads in AI Mode in the UAE (Adthena, 2026; Google).

In brief

• Ads within AI Overviews are Text and Shopping ads, "currently available in English on mobile and desktop devices" in Australia, Canada, India, Indonesia, Kenya, Malaysia, New Zealand, Nigeria, Pakistan, Philippines, Singapore and the US. The UAE and Arabic are not listed (Google Ads Help, read 28 Oct 2026).
• The AI Overviews feature itself is live in the UAE and in Arabic. Google's help page lists "United Arab Emirates" and "Arabic", and Google's MENA blog announced the regional and Arabic launch on 20 May 2025.
• Ads above or below AI Overviews can appear in all 200+ markets where the feature is available, from Search, Shopping, Performance Max and App campaigns (Google Ads Help).
• AI Mode added Arabic in October 2025 and is available in more than 200 countries and territories (Arabian Business; Google MENA Blog). As of August 2026, ads in AI Mode ran "in the US only, so far", according to Adthena; India was announced but its live status is not confirmed (Adthena, 2026).
• No campaign type targets AI Overviews or AI Mode on its own. Eligibility comes through Performance Max, Shopping and broad-match Search, including AI Max for Search. There is no opt-out and no segmented reporting for ads within AI Overviews (Google Ads Help; Adthena, 2026).
• At Google Marketing Live on 20 May 2026, Google said it is testing Conversational Discovery ads and Highlighted Answers in AI Mode, with AI-powered Shopping ads and Business Agent for Leads due in "coming months". No countries were stated (Google).
• AI Mode passed 1 billion monthly active users and the Gemini app reached 950 million (Alphabet, 22 Jul 2026). AI Overviews "surpassed 2.5 billion monthly active users" (Google I/O, May 2026).
• Click studies point the same way. Pew found US users clicked a traditional result on 8% of visits with an AI summary against 15% without one. Seer found paid CTR on AI Overview queries fell from 19.70% to 6.34% between June 2024 and September 2025.
• Healthcare, alcohol, finance, gambling, adult and political ads are excluded from inside AI Overviews. Alcohol ads cannot target the UAE in any Google placement.

How ads appear in AI Overviews

Google describes two positions for ads on a results page that carries an AI Overview. Ads can appear above or below the AI Overview, as ordinary search ads do around any other result. Ads can also appear within the AI Overview, inside the generated summary. Google's help page "About ads and AI Overviews", read on 28 October 2026, says the format inside the overview is "Text and Shopping ads". The draft's verification check confirmed that the page treats feature availability and ordinary ad eligibility as separate questions (Google).

The two positions differ in reach, in the campaigns that can serve them and in the categories they accept.

The UAE position should be stated precisely. Google's help page lists 12 countries for ads within AI Overviews and says those ads are "currently available in English on mobile and desktop devices". The list does not include the UAE, and English is the only language named (Google Ads Help). As of 28 October 2026, the notes contain no 2026 source that adds a Middle East market or Arabic to it (Google Ads Help; Google). Separately, Google's AI Overviews help page lists "United Arab Emirates" in its Europe, Middle East and Africa table and "Arabic" in its language list, available "To all users" in those countries and languages. The UAE therefore has AI Overviews, and ads can run above and below them. Ads inside them are not offered in the UAE.

For UAE marketers: Do not merge the two positions. An agency or vendor that sells "AI Overview ads" in the UAE today can only be selling ordinary Search, Shopping or Performance Max ads that may appear above or below an overview (Google Ads Help). Ads inside the overview are not available for UAE targeting on Google's current list.

Countries, languages and dates: how the placements spread

Google's AI search features reached the UAE and Arabic faster than its AI ad placements did. The timeline below gives every dated step in the notes.

Two figures in this record conflict. Arabian Business reports that AI Mode expanded "to more than 35 new languages", while Google's MENA blog of the same date says 38 new languages, including Modern Standard Arabic. Both say Arabic is included. The blog is Google's own statement, but the notes do not reconcile the two counts. The query-length claims also differ. Google's MENA blog says early users ask questions "two or three times the length of traditional search queries", while Arabian Business quotes Google saying "nearly three times longer".

The status of AI Mode ads has changed, and the record is not consistent. Hello Partner reported in August 2025 that ads were rolling out in the US and India. A year later, Adthena described AI Mode ads as "in the US only, so far", citing India only through Campaign Live. Google began a small experiment serving exact and phrase match keywords inside AI Mode (reported 7 September 2026), and no source found by 28 October 2026 shows AI Mode ads in the UAE (Adthena). The draft's verification check left UAE AI Mode ad availability unresolved (Google). The Google page cited in the draft, "Ads in AI Mode", is an official test announcement that does not establish general UAE access.

Campaign types eligible: Performance Max, AI Max and Search

No campaign type buys AI Overviews or AI Mode on its own. Google's help page lists Search, Shopping and Performance Max as eligible for ads within AI Overviews, and adds App campaigns for placements above and below. At Google Marketing Live 2025, Google said advertisers using Performance Max, Shopping or broad-match Search campaigns, including AI Max for Search, would be eligible for ads in AI Overviews and AI Mode. Adthena's August 2026 review gives the same list for AI Mode: Performance Max, Shopping and Search with broad match, including AI Max. It also reports that there is no AI Mode campaign type and no opt-out (Adthena, 2026). The draft's verification check found no placement-only targeting and no separate reporting (Google).

AI Max for Search is the main way an existing Search campaign becomes eligible for AI placements without moving to Performance Max. Google lists its features as search term matching (broad match and keywordless), text customisation, final URL expansion, brand inclusions and exclusions, locations of interest ("Exclusively in AI Max for Search campaigns"), and search-term reporting that shows headlines and URLs. Google announced it in May 2025 as launching "in beta for all advertisers globally".

• Typical uplift: "14% more conversions or conversion value at a similar CPA/ROAS" (Google internal data, 2025, global).
• Campaigns still mostly on exact and phrase match: 27% (non-retail advertisers with more than 70% of conversions from exact and phrase match) (Google).
• L'Oreal case: 2X conversion rate and 31% lower cost per conversion (Google-published case study).
• MyConnect case: 16% more leads, 13% lower CPA and 30% more conversions from net-new queries (Google-published case study).
• Google Marketing Live 2026 post: no AI Max percentage results given.

All of these figures come from Google, which sells the product, and none is a UAE figure. The 14% claim covers conversions across all placements an AI Max campaign reaches. It does not measure AI Overviews or AI Mode separately, and Google does not offer segmented reporting for ads within AI Overviews. Google's AI Brief tool expanded in September 2026 to seven languages without Arabic, and Search Engine Roundtable reported a unified Search journey report for AI Max as coming "soon". For a UAE account running Arabic campaigns, some of the newer AI set-up tools are not yet available in the language of the ads.

ONS reading For a UAE advertiser, the practical decision is whether to widen matching, through AI Max or Performance Max, on campaigns that are already profitable. Buying "AI placement" is not an option on its own. Wider matching brings more queries, including longer conversational ones. It also puts more weight on accurate conversion data and on brand and URL controls. ONS would test AI Max on one campaign with clean conversion tracking and a stable baseline. It would judge the result on cost per qualified lead or on revenue, not on how much traffic the campaign gains, and it would keep exact-match campaigns running as a control until the result is clear.

Google Marketing Live 2026: what was announced

Google's 20 May 2026 post, "A new generation of ads for the AI era of Search", is the main primary source for Google's AI-search ad plans. The draft's source check describes it as evidence of product direction and tests, not of availability in any country (Google). The table separates what Google said was in testing, what it said was coming, and what was already live, with the geography Google stated.

Google supported the announcements with a Google-commissioned Ipsos survey of 13,189 online shoppers who already use AI Overviews or AI Mode for shopping, in 25 countries (December 2025, not weighted). In it, 75% reported faster, more confident decisions using AI Mode (Google). The post gives no AI Max percentage results and no AI Overviews user count (Google). The Business Agent was already live from 12 January 2026 with Lowe's, Michaels, Poshmark and Reebok, for eligible US retailers through Merchant Center (Google). The January Direct Offers pilot named Petco, e.l.f. Cosmetics, Samsonite, Rugs USA and Shopify merchants, and the May post named Chewy, Gap and L'Oreal (Google, Jan 2026; Google).

ONS reading Every GML 2026 item that names a geography names the US, and the rest name none. None names the UAE, the GCC or Arabic. For planning, ONS treats Conversational Discovery ads, Highlighted Answers, Business Agent for Leads and Direct Offers as unavailable in the UAE until Google publishes a country list that includes it. Business Agent for Leads matters most for UAE lead generation, because it would put a conversation inside the ad. It is also the format most likely to raise questions under UAE rules on healthcare and financial advertising, which require prior approval.

User numbers: how large Google's AI surfaces are

Google reports user numbers for its AI features at irregular intervals and in different units. The latest figures are below. The AI Overviews figure is more than a year older than the others.

Monthly active users, millions, global unless stated; dates differ by row; AI Mode Q2 2026 reported as 'surpassed 1 billion'; AI Overviews May 2026 reported as 'surpassed 2.5 billion'

Source: Alphabet Q2 2026 CEO remarks, 22 Jul 2026; Dataconomy, 12 Jun 2026; TechCrunch, 23 Jul 2025 and 23 Jul 2026

Alphabet's chief executive said on 22 July 2026 that AI Mode had "surpassed 1 billion monthly active users" since expanding globally the previous October, and that it was "driving an incremental increase in Search queries overall" (Google, Q2 2026). The Gemini app had 950 million monthly active users, and its daily active users had tripled over the year (Google, Q2 2026). Search and Other revenue grew 17% year on year in Q2 2026 (Google). Google said at I/O in May 2026 that AI Overviews had "surpassed 2.5 billion monthly active users", up from 2 billion monthly users in July 2025, when they were offered in "200 countries and territories" (Dataconomy; TechCrunch, Jul 2025). Earlier, Google said it handles more than 5 trillion searches a year (internal data, January 2025). It also said AI Overviews were associated with an increase of "over 10%" in Google usage for queries that show them, in the US and India, in an experiment from September 2024 to the end of April 2025.

No source gives a UAE user count for AI Overviews or AI Mode. The UAE context comes from search share. StatCounter puts Google at 93.47% of UAE search engine share in September 2026, with Bing at 3.96%. Semrush ranks google.com first by UAE visits in the same month, at 258.97 million. On StatCounter's referral comparison, Google holds 99.57% against ChatGPT's 0.43%. These are different measures and are not combined. They do show that Google search remains the largest search channel in the UAE, and that its results pages now carry AI Overviews in English and Arabic.

Click studies: what AI summaries do to clicks

Several studies have measured how AI Overviews change clicks. All are from the US or global data sets, all are correlational, and none covers the UAE. They are summarised here because they shape what a UAE advertiser should expect from search budgets as AI Overviews spread in English and Arabic.

Share of Google search visits, %, 900 US adults, March 2025; link inside summary measured only where a summary appeared

Source: Pew Research Center, 22 Jul 2025

Seer's data matters most to advertisers, because it measures paid CTR as well as organic. On informational queries that showed an AI Overview, paid CTR fell from 19.70% to 6.34% between June 2024 and September 2025; the article puts this decline at 68% in one section and 65% in another. On queries without an overview, paid CTR fell 32% (Seer Interactive). Being cited inside the overview was associated with higher CTR. In Q3 2025, paid CTR was 7.89% when the brand was cited and 4.14% when it was not (Seer Interactive, 2024). Seer reports that cited brands saw about 91% higher paid CTR and about 35% higher organic CTR. The author also writes, "We cannot definitively prove that citation causes higher CTRs", and the notes record internal inconsistencies in the source (Seer Interactive).

Click-through rate, %, by AI Overview presence and brand citation, Q3 2025, 3,119 informational queries, 42 organisations, mainly US

Source: Seer Interactive, AIO Impact on Google CTR: September 2025 Update, 4 Nov 2025

Percentage decline in CTR, June 2024 to September 2025, by query type, mainly US informational queries; the article gives the paid AI Overview decline as 68% in one section and 65% in another

Source: Seer Interactive, 4 Nov 2025

Wider traffic data points the same way. Similarweb data reported by Digiday shows organic search referrals to US sites falling from more than 2.3 billion visits in July 2024 to 1.8 billion in June 2025. Zero-click news searches rose from 56% to nearly 69% between May 2024 and May 2025 (Digiday). Pew found that Wikipedia, YouTube and Reddit together made up 15% of the sources cited in AI summaries and 17% in standard results (Pew Research Center, 2025).

ONS reading The studies are US-based and correlational, and the UAE figures may differ. Even so, all of them point the same way. Where an AI Overview appears, fewer people click, and that applies to paid ads as well as to organic results. For a UAE advertiser this has two consequences. First, CTR and click volume on informational queries may fall without any change to the campaign, so year-on-year comparisons should allow for AI Overview coverage. Second, a lower CTR on these queries is not on its own a reason to cut bids. The cost per qualified lead or sale is what matters. Commercial and navigational queries, where buying intent is clearer, are less covered by these studies, and Seer's sample was informational queries.

Sensitive categories: what Google excludes from AI placements

Google excludes several categories from inside AI Overviews in every market. Its help page lists adult, alcohol, gambling, finance, healthcare, politics "and more" as categories where ads are not shown within AI Overviews. These exclusions apply in addition to UAE law and Google's general policies. Ads for these categories can still appear above or below AI Overviews where Google's ordinary policies and local law allow.

A UAE healthcare provider can run Search or Performance Max ads that appear above or below AI Overviews, subject to Google's ordinary healthcare policy and UAE approvals. It cannot appear inside AI Overviews anywhere (Google Ads Help). Google confirmed a small test of healthcare ads inside AI Mode for US English-language queries in May 2026. That information reaches the notes through a secondary source that cites Google's Ads Liaison (Feedbagel, 2026). The test does not apply to the UAE. Google's alcohol policy lists the countries where alcohol ads are permitted, and advertisers "must not target them at any other country". The UAE is not on the list, and Israel is the only Middle East country on the main list (Google Ads Help). UAE law separately prohibits ads that promote alcoholic beverages or tobacco, directly or indirectly (UAE Legislation portal). For UAE nightlife venues, ONS's rule is that alcohol and shisha cannot be promoted in any channel, and shisha does not appear in any ad image or video.

Gemini app: no ads, and a signal that may change

In an undated report from about December 2025, Google's VP of Global Ads, Dan Taylor, was quoted as saying: "There are no ads in the Gemini app and there are no current plans to change that". He was responding to a report that Google had told advertisers Gemini would get ad placements in 2026 (Search Engine Land, 2025). On the April 2026 earnings call, Google's chief business officer, Philipp Schindler, said "we really believe a format that works well in AI mode would transfer successfully to Gemini app", and SVP Nick Fox was reported as "not ruling them out" (Let's Data Science). No launch had been announced as of the notes.

ONS outlook ONS expects Google to extend ads within AI Overviews and in AI Mode beyond the current English-language markets. The UAE's high AI use and Arabic support for both features make it a reasonable candidate. No Google source in the notes gives a date or names the UAE, so this is a view, not a forecast of a platform decision. If Gemini app ads arrive, Schindler's remark suggests they would use AI Mode formats. ONS would treat any such launch as US-first until Google says otherwise, as with the Google AI ad formats recorded in this chapter.

Measuring honestly when placements are not reported

Google says that "Google Ads currently doesn't offer segmented reporting when ads show within Search AI Overviews". Where the platform does not separate an AI placement, report the result at the scope the platform supports. Do not label all Performance Max or Search conversions as AI Overview conversions. A change in results can coincide with changes in auction conditions, seasonality, creative and landing pages. On the organic side, Google Search Console counts AI feature clicks within the "Web" search type, so the same limit applies to SEO reporting.

Keep a dated watchlist of product availability and reporting. When Google explicitly adds the UAE, update the availability table, prepare a suitable test and say exactly what can be measured. Until then, the practical investment is in accurate content, measurement quality and existing search performance. Paying separately for inventory that is not available in the UAE is not one of the options.

What UAE advertisers can do now

For organic inclusion, Google's guidance is short. A page that supports an AI Overview or AI Mode answer must be "indexed and eligible to be shown in Google Search with a snippet", and "There are no additional technical requirements". Google also says "You don't need to create new machine readable files, AI text files, or markup to appear in these features". The controls are nosnippet, data-nosnippet, max-snippet and noindex (Google Search Central). Google-Extended governs Gemini training and "does not control Search features". A Google representative was reported as saying Google does not support llms.txt and that normal SEO is how to appear in AI Overviews (Search Engine Land). The draft's check found the same: ordinary SEO eligibility, and no guarantee of inclusion (Google Search Central). AI Overviews and AI Mode may use "query fan-out", running several related searches across subtopics (Google Search Central). So a site that answers the follow-up questions around its service, not just its main keyword, gives Google more to draw on.

ONS recommends reviewing how the website answers comparison questions and practical constraints. For a training provider, these may be schedule, fees and prerequisites. For a hotel, room arrangements, facilities and booking conditions. For a retailer, product compatibility and returns may matter more than a general brand statement. Advertising and website information in the UAE must be in Arabic as a minimum under the consumer protection regime, as a law firm summarises it (Pinsent Masons). With AI Overviews and AI Mode both available in Arabic, Arabic pages now affect both compliance and visibility (Google Search Help; Google MENA Blog).

Keep product and service information reliable. Diagnose weak conversion signals before widening automation. Automated matching can widen the range of queries a campaign reaches, and that makes accurate business inputs and commercially meaningful conversion goals more important.

For UAE marketers: The AI search budget in the UAE today is the Search, Shopping and Performance Max budget. These campaigns can already serve above and below AI Overviews (Google Ads Help). The work that will matter if ads inside AI Overviews or AI Mode reach the UAE is clean conversion data, accurate feeds and Arabic and English pages that answer real questions. All of it improves ordinary search performance now.

Gaps in the evidence

No public data. No official Google list of countries and languages for ads in AI Mode was found. The Google Ads Help AI Mode page and the business.google.com "Ads in AI Mode" page could not be fetched. No source gives UAE availability dates for Conversational Discovery ads, Highlighted Answers, Business Agent for Leads, Direct Offers or UCP checkout. No UAE or GCC click study of AI Overviews was found, and all click studies cited are US or global (Pew Research Center, 2025; Seer Interactive, 2024). Google offers no segmented reporting for ads within AI Overviews, so no advertiser can publish a placement-level benchmark. The Google healthcare policy text read for this edition had no UAE-specific section. That is an absence in the fetched text, not proof that no UAE rule exists. A future edition should fetch: Google's AI Mode ads help page with its country list; any Google statement naming the UAE or Arabic for ads within AI Overviews; and UAE search CTR data split by AI Overview presence, from Search Console or a third-party panel.

Sources for this chapter

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