Google DeepMind CEO Demis Hassabis stated Google does not have any type of current plans to present advertising right into its Gemini AI assistant, citing unresolved inquiries concerning customer trust.

Speaking at the World Economic Discussion Forum in Davos, Hassabis claimed AI aides stand for a different product than search. He thinks Gemini ought to be built for users first.

“In the world of aides, if you consider the chatbot as an aide that’s meant to be practical and ideally in my mind, as they end up being more powerful, the type of modern technology that benefits you as the person,” Hassabis stated in an meeting with Axios “That’s what I want to see with these systems.”

He said no one in the industry has actually identified just how advertising and marketing fits into that model.

“There is a question regarding exactly how does ads suit that model, where you wish to have count on your aide,” Hassabis stated. “I think no person’s actually got a complete solution to that yet.”

When asked straight about Google’s plans, Hassabis said: “We don’t have any kind of current plans to do it ourselves.”

What Hassabis Said Concerning OpenAI

The comments came days after OpenAI stated it plans to begin evaluating ads in ChatGPT in the coming weeks for logged-in grownups in the U.S. on cost-free and Go tiers.

Hassabis stated he was “a bit shocked they have actually moved so early right into that.”

He recognized advertising has actually moneyed much of the customer internet and can be useful to individuals when succeeded. However he alerted that bad execution in AI assistants could harm customer connections.

“I believe it can be done right, however it can additionally be performed in a manner in which’s bad,” Hassabis claimed. “In the long run, what we want to do is be the most beneficial we can be to our customers.”

Browse Is Various

Hassabis drew the line between AI assistants and search when going over advertising and marketing.

When asked whether his remarks related to Google Search, where the business already reveals advertisements in AI Overviews, he said both products work in a different way.

“Yet there it’s totally various use situation because you have actually currently just like just how it’s always dealt with search, you’ve currently, you understand, we know what your intent is generally and so we can be valuable there,” Hassabis said. “That’s a really different construct.”

Google began rolling out advertisements in AI Overviews in October 2024 and has actually continued increasing them given that. The company cases AI Reviews produce advertisement profits equal to standard search engine result.

Why This Matters

This is the 2nd time in 2 months that a Google executive has actually stated Gemini ads aren’t presently prepared.

In December, Google Ads VP Dan Taylor disputed an Adweek record asserting the company had actually informed advertisers to anticipate Gemini advertisements in 2026 Taylor called that report “inaccurate” and stated Google has “no current plans” to generate income from the Gemini app.

Hassabis’s comments strengthen that placement but go additionally by discussing the reasoning. His “technology that benefits you” framing recommends Google sees a tension in between advertising and marketing and the assistant connection it wants Gemini to construct.

Looking Ahead

Google fits increasing advertisements where individual intent is explicit, like search questions activating AI Overviews. The business is holding back where intent is less specified and the connection is much more individual.

How long Google preserves its present placement depends partially on just how users react to marketing in competing aides.

Featured Image: Screenshot from: youtube.com/@axios, January 2026