The news: Google recently confirmed it’s running a limited US test of healthcare ads in AI Mode, restricted to creatives that don’t use pinning or text disclaimers. Google has been testing different ad formats for AI Mode, but until recently it hadn't publicly confirmed a healthcare-specific test.

Why it matters: Google's decision to let select healthcare advertisers experiment with ads in AI Mode suggests the company sees enough demand to begin cautiously opening the channel while testing how advertising fits into genAI search experiences.

It's worth noting that Google's initial test excludes healthcare and pharma ads that require disclosures about risks and side effects, suggesting the company isn't yet ready to support the compliance requirements those ads entail. That likely limits the pilot to general wellness and unbranded disease-awareness campaigns (for example, promoting awareness of a condition without mentioning a treatment).

Implications for healthcare and pharma marketers: As consumers increasingly use AI to research symptoms, treatments, and medical care, Google's AI experiences could become a valuable channel for healthcare and pharma marketers, provided sponsored AI responses can be matched appropriately to relevant health-related queries. More people will use Google's AI Mode and Gemini combined than ChatGPT by next year, 135.6 million users versus 122.3 million, according to EMARKETER forecasts. And while Google has not disclosed how many AI chatbot queries are health-related, it's likely a substantial number, given that health information is consistently one of consumers' top use cases for genAI.

Healthcare marketers will be watching to see whether Google eventually expands the program to allow ads with required disclosures. The move also signals that AI platforms are increasingly exploring advertising as a revenue model. As AI becomes another marketing channel, brands should optimize for visibility across these platforms while ensuring any AI-specific campaigns or sponsored experiences undergo the same medical, legal, and regulatory (MLR) review as any other marketing asset.