Google Adds AI Tools, Ad Controls to Search and Discover

Google Adds AI Tools and Ad Controls to Search and Discover

Written by Aaron S.,

Editor-In-Chief

Last Updated: October 14, 2025

Key Takeaways

Google is updating Search and Discover with AI features and better ad controls, including the ability to collapse sponsored results;
A new "Hide sponsored results" button hides ads on the page, though a "Sponsored Results" label still stays visible while scrolling;
Discover now includes expandable previews based on interests, while Search adds a "What’s New" feed to show trending sports updates.

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Google has announced a set of updates aimed at improving both its Search results and the Discover feed found in the Google app.

These changes include added artificial intelligence (AI) features, interface updates, and a new way to manage how ads appear during searches.

A new button labeled "Hide sponsored results" gives users the option to collapse promotional content that appears at the top of search results. Although the ad section can be hidden from view, a label marked "Sponsored Results" will still remain visible on the page, even while scrolling.

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This sponsored label can appear above or below AI-generated summaries that provide quick answers near the top of results.

Despite these layout changes, the number of visible text ads remains the same, limited to four per group. According to Google, this design allows for easier navigation and a cleaner layout without increasing the number of ad placements.

The revised "Sponsored" label will also be applied in other parts of the Google platform. For example, Shopping ads will now carry a "Sponsored Products" tag.

In the Discover section of the Google app, a new feature will offer short previews on topics based on personal interests. These previews can be tapped to show more details and links to further content.

Google Search is also getting a new feature related to sports content. A "What’s New" button will show a feed of the latest news and trends related to athletes or teams.

Recently, Google launched a set of paid plans under its Gemini brands to help companies use AI tools for regular work tasks. What are they? Read the full story.