- Read the update from Google here.
Google has rolled out a clutch of new agentic advertisement tools and Gemini-powered offerings to help Indian brands convert customers on Google Search and YouTube.
Among the new offerings is ‘Business Agent for Leads’, which embeds a Gemini-powered chatbot trained on an advertiser’s own website directly inside a Search ad. This would allow users to chat and ask questions about the advertiser’s products and brand. The AI agent is designed to convert these user interactions into qualified leads.
Around 93% of user journeys in India, the moment someone discovers a brand, product, or retailer, happen on Google and YouTube, the company said, citing a survey by Ipsos, which it commissioned.
In related news, Google will require advertisers to disclose when generative AI is used to create or edit ads. This disclosure will appear to viewers in a new panel on Search, YouTube, and Discover, according to a July 9, 2026, post by Keerat Sharma, Google’s VP and General Manager of Ads Privacy and Safety.
Zero-click moving from Search to ads? Shiksha, the education arm of Info Edge, had to change its business model because the primary source of traffic, students clicking links to get answers to their questions on the website, was getting choked after Google began answering questions itself.
With Business Agent for Leads, the users interact with the AI agent directly without having to leave the Search page. If the question gets automatically answered, nobody clicks the website links.
Last month, reports suggested that Google was adding more direct links, user discussion snippets, and subscription-based news content into AI-generated answers, despite growing concerns over the accuracy of those responses.
Ads in regulated spaces: In his Reasoned newsletter, Nikhil Pahwa, founder of MediaNama, pointed out that: “Search ads respond to explicit content (‘best car loan rates in India’), while chatbots can be used for answers and advice: ‘should I refinance my home loan?’ Advertising becomes tricky in regulated domains like health, trading, accounting, and lending. In India, regulators such as RBI and SEBI distinguish strictly between advertisement and advice. In search, doctors relied on SEO and advice, and it was all right if it came directly from them, unpaid. It’s third-party endorsement that becomes an issue: I’m wondering if we’ll see regulators looking more closely at how apparent automated endorsement, even if not paid, shapes selection in this environment.”
Further, he raised two specific questions on liability:
- “At what point does a suggestion feel like a recommendation?”
- “Who is liable for recommending a bad product?”
Note that the Delhi High Court ruled last month that Google infringed upon Hindware’s trademark rights by allowing rivals to use its name as an advertising keyword. Google has now appealed against that decision, citing consumer harm.
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