<\/p>
Google DeepMind CEO Demis Hassabis said Google doesn\u2019t have any current plans to introduce advertising into its Gemini AI assistant, citing unresolved questions about user trust.<\/p>
Speaking at the World Economic Forum in Davos, Hassabis said AI assistants represent a different product than search. He believes Gemini should be built for users first.<\/p>
\u201cIn the realm of assistants, if you think of the chatbot as an assistant that\u2019s meant to be helpful and ideally in my mind, as they become more powerful, the kind of technology that works for you as the individual,\u201d Hassabis said in an interview with Axios. \u201cThat\u2019s what I\u2019d like to see with these systems.\u201d<\/p>
He said no one in the industry has figured out how advertising fits into that model.<\/p>
\u201cThere is a question about how does ads fit into that model, where you want to have trust in your assistant,\u201d Hassabis said. \u201cI think no one\u2019s really got a full answer to that yet.\u201d<\/p>
When asked directly about Google\u2019s plans, Hassabis said: \u201cWe don\u2019t have any current plans to do it ourselves.\u201d<\/p>
The comments came days after OpenAI said it plans to begin testing ads in ChatGPT in the coming weeks for logged-in adults in the U.S. on free and Go tiers.<\/p>
Hassabis said he was \u201ca little bit surprised they\u2019ve moved so early into that.\u201d<\/p>
He acknowledged advertising has funded much of the consumer internet and can be useful to users when done well. But he warned that poor execution in AI assistants could damage user relationships.<\/p>
\u201cI think it can be done right, but it can also be done in a way that\u2019s not good,\u201d Hassabis said. \u201cIn the end, what we want to do is be the most useful we can be to our users.\u201d<\/p>
Hassabis drew a line between AI assistants and search when discussing advertising.<\/p>
When asked whether his comments applied to Google Search, where the company already shows ads in AI Overviews, he said the two products work differently.<\/p>
\u201cBut there it\u2019s completely different use case because you\u2019ve already just like how it\u2019s always worked with search, you\u2019ve already, you know, we know what your intent is basically and so we can be helpful there,\u201d Hassabis said. \u201cThat\u2019s a very different construct.\u201d<\/p>
Google began rolling out ads in AI Overviews in October 2024 and has continued expanding them since. The company claims AI Overviews generate ad revenue equal to traditional search results.<\/p>
This is the second time in two months that a Google executive has said Gemini ads aren\u2019t currently planned.<\/p>
In December, Google Ads VP Dan Taylor disputed an Adweek report claiming the company had told advertisers to expect Gemini ads in 2026. Taylor called that report \u201cinaccurate\u201d and said Google has \u201cno current plans\u201d to monetize the Gemini app.<\/p>
Hassabis\u2019s comments reinforce that position but go further by explaining the reasoning. His \u201ctechnology that works for you\u201d framing suggests Google sees a tension between advertising and the assistant relationship it wants Gemini to build.<\/p>
Google is comfortable expanding ads where user intent is explicit, like search queries triggering AI Overviews. The company is holding back where intent is less defined and the relationship is more personal.<\/p>
How long Google maintains its current position depends in part on how users respond to advertising in rival assistants.<\/p>
Featured Image: Screenshot from: youtube.com\/@axios, January 2026.\u00a0<\/em><\/p> <\/div> Generative AI,News#Google #Gemini #Ads #Trust #Assistant #sejournal #MattGSouthern1769444651<\/p> ","protected":false},"excerpt":{"rendered":" Google DeepMind CEO Demis Hassabis said Google doesn\u2019t have any current plans to introduce advertising into its Gemini AI assistant, citing unresolved questions about user trust. Speaking at the World Economic Forum in Davos, Hassabis said AI assistants represent a different product than search. He believes Gemini should be built for users first. \u201cIn the […]<\/p>\n","protected":false},"author":1,"featured_media":2226,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[16],"tags":[152,6008,173,75,90,80,2108],"class_list":["post-2225","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-accessibility","tag-ads","tag-assistant","tag-gemini","tag-google","tag-mattgsouthern","tag-sejournal","tag-trust"],"acf":[],"_links":{"self":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/2225","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=2225"}],"version-history":[{"count":0,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/posts\/2225\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=\/wp\/v2\/media\/2226"}],"wp:attachment":[{"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=2225"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=2225"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/longzhuplatform.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=2225"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}