SAN FRANCISCO, May 23 — As Google races to lead in artificial intelligence, it faces the challenge of making sure the technology doesn’t slow its profit-pumping advertising engine.

The internet giant is dabbling with ads in its new AI Mode for online search, a strategic move to fend off competition from ChatGPT while adapting its advertising business for an AI age.

“There’s no question that AI is becoming more commonplace as a source for answers,” IDC advertising and marketing technology research director Roger Beharry Lall told AFP.

“That will inevitably result in a shift in terms of search and the opportunities to promote a brand.”

The integration of advertising has been a key question accompanying the rise of generative AI chatbots, which have largely avoided interrupting the user experience with marketing messages.