Pichai says Google is bringing agentic features to Search next, with monetization after
What this answers
- Is Google bringing AI agents to Search?
- Per PPC Land's report of Alphabet's Oct 28 earnings remarks, Sundar Pichai said Google is bringing agentic features such as bookings, forms, appointments and purchases to Search as a next step, after starting with its enterprise Gemini agent.
Alphabet CEO Sundar Pichai said on the Oct 28 earnings call that after starting with its enterprise Gemini agent, Google is “bringing these features to Search” and the Gemini app, naming bookings, forms, appointments and purchases, and described the Search approach as “the best Search user experience, followed by monetization,” per PPC Land’s reading of the remarks. Per the same report, the remarks do not explain how advertising would work when an agent books or buys for a user.
Alphabet also listed the Gemini app at “1B+” monthly users, up from 950 million in July, and said its first-party model APIs process nearly 32 billion tokens a minute, up 40% in three months. The wire covered the Search revenue slowdown and AI Mode ads expansion from the same call in earlier items.
Why it matters: Google's CEO is tying the next layer of Search to agents that act for users while saying monetization follows the experience, so how ads and merchant placement work when an agent books or buys is an open question for anyone optimizing for these surfaces.
The record: GoogleGeminiGoogle AI Mode
Glossary: AI Mode
Via PPC Land ↗
Posted to the wire October 29, 2026. Edited by Joe Balewski.