Google Gemini February 2026 Updates: AI Mode, Ads, and New Features

February 2026 marks a pivotal month for Google Gemini, with major updates to AI Mode in Search, new shopping capabilities, and ongoing controversy around advertising plans. Here's everything brands need to know about the latest Gemini developments.

Gemini 2.0 and Model Upgrades

Gemini 2.0 Flash Enhancements

An enhanced version of Gemini 2.0 Flash is now available to Gemini app users, delivering a more natural, collaborative, and adaptive conversational style. This update provides more fluid and engaging interactions across all Gemini surfaces.

Gemini 2.0 Flash Thinking

For complex tasks requiring multiple apps, Gemini's 2.0 Flash Thinking delivers improved performance by breaking down tasks and showing its reasoning process as it works. This model can now connect to more apps including:

• Google Calendar
• Notes
• Tasks
• Google Photos
• YouTube
• Google Maps

Users can see Gemini's "thoughts" as it plans and executes across these integrated services, providing transparency into the AI's decision-making process.

Gemini 3 Models Launch

On February 12, 2026, Google released a major update to Gemini 3 Deep Think, optimized to solve modern science, research, and engineering challenges. This represents a significant leap in reasoning capabilities.

Just days later, on February 19, 2026, Google released Gemini 3.1 Pro, further expanding the model family.

Gemini 3 is now the default model powering AI Overviews globally, driving over 10% increase in usage of Google for queries that show AI Overviews in major markets like the U.S. and India.

AI Mode in Search: Major Updates

Seamless Conversation Features

Users can now ask follow-up questions directly from an AI Overview and jump into conversational exchanges with AI Mode. This feature is available on mobile globally, fundamentally changing how people interact with search results.

Instead of clicking through to websites, users can:

1. See an AI Overview for their initial query
2. Click to expand into AI Mode
3. Ask follow-up questions in a conversational flow
4. Get personalized, contextual answers

This represents a shift from search as a "question and answer" tool to search as an ongoing conversation.

Personal Intelligence Integration

Google AI Pro and AI Ultra subscribers can now opt-in to securely connect Gmail and Google Photos to AI Mode. This allows users to tap into personal context for more tailored search responses.

For example:

• "Find the email from my dentist about my appointment"
• "Show me photos from my trip to Japan last year"
• "Summarize the project documents I received this week"

Personal Intelligence in AI Mode brings together search with personal data, creating a unified assistant experience.

Enhanced Link Visibility

Responding to criticism about reduced traffic to publishers, Google rolled out new, more visible links within AI Overviews and AI Mode. Link cards now appear in a pop-up window when you hover over them on desktop, making it easier to access source material.

This update addresses concerns from publishers and content creators who worried that AI summaries would eliminate click-through traffic.

Deep Research Enhancements

Users can now upload their own files and images to use as sources in Deep Research reports. After generating reports, users can transform them into interactive visuals, quizzes, and more in Canvas.

Deep Research is now available on the latest generation 2.5 Flash model for everyone to try at no cost, democratizing access to AI-powered research capabilities.

Personalization Features

Gemini can now use your Search history to provide more helpful and personalized responses. When you select "Personalization (experimental)" from the model drop-down, Gemini analyzes your prompt and determines if your past searches can improve the answer.

Additionally, the ability to let Gemini remember your interests and preferences is now rolling out to Gemini users in over 40 languages.

Shopping and Commerce: The UCP Revolution

Universal Commerce Protocol Expansion

Following its January 2026 launch, the Universal Commerce Protocol (UCP) continues to expand throughout February. UCP is a new open standard designed to work across the entire shopping journey, from discovery and buying to post-purchase.

Google co-developed UCP with:

• Shopify
• Etsy
• Wayfair
• Target
• Walmart

The protocol is endorsed by a larger group across payments and retail, including Stripe, Visa, and Zalando.

Direct Shopping in Gemini

Users can now buy items from Etsy and Wayfair within Gemini and AI Mode, and UCP is powering a new checkout feature on eligible Google product listings. This is initially available for eligible US retailers.

Through UCP, shoppers can complete purchases from major retailers without leaving the Gemini chat interface, representing a fundamental shift in how AI-powered commerce works.

Shopping Integration Features

When searching within AI Mode or using Gemini, US shoppers can now:

• Browse items available on Etsy and Wayfair
• Compare prices across retailers
• Add items to cart
• Complete checkout with saved payment methods
• Track orders

Google is also testing sponsored ads within AI Mode shopping experiences, though the exact format and rollout timeline remain unclear.

Advertising Controversy and Reality

The Gemini Ads Debate

February 2026 saw significant controversy around Google's advertising plans for Gemini:

Reports from Advertisers: Multiple sources indicated that in separate calls with at least two advertising clients, Google representatives suggested that ad placements in Gemini are targeted for a 2026 rollout. Details on formats, pricing, and testing remain unclear, but these discussions mark the first time advertisers heard directly from Google about monetizing the Gemini AI chatbot.

Google's Official Response: Google VP of Global Ads Dan Taylor publicly disputed these claims on X (formerly Twitter), writing: "This story is based on uninformed, anonymous sources who are making inaccurate claims. There are no ads in the Gemini app and there are no current plans to change that."

Where Ads Actually Appear

While the standalone Gemini app may remain ad-free, Google is actively monetizing other AI experiences:

AI Overviews: Google began showing ads in AI Overviews earlier in 2025 and has been expanding that program to additional English-speaking countries throughout February 2026.

AI Mode in Search: Ads appear within AI Mode as:

• Sponsored recommendations within AI-generated answers
• Shopping ads showing products mentioned by AI
• Local ads for location-based queries

Direct Offers Pilot: Launched in January 2026, Direct Offers serves personalized discounts in AI Mode, creating a new advertising format native to conversational AI experiences.

Gemini-Powered Ad Tools

In 2026, Google's Gemini-powered ad tools are driving growth through:

• Creative asset generation helping advertisers create content
• Performance optimization across campaigns
• Audience targeting based on conversational intent

These tools use Gemini models to help advertisers, even if the Gemini app itself doesn't show ads.

Business Applications: Gemini Enterprise for CX

Google unveiled Gemini Enterprise for Customer Experience (CX) on January 11, 2026, at NRF 2026 in New York. This AI-powered solution integrates shopping and customer service into a single interface for retailers and restaurants.

Businesses using Gemini Enterprise CX include:

• Kroger
• Lowe's
• Woolworths

These companies are leveraging agentic capabilities to deliver personalized experiences across the entire shopper journey, from product discovery to post-purchase support.

What This Means for Brands

Immediate Actions

1. Test AI Mode Integration

   • Search for your brand and competitors in AI Mode
   • Analyze what Gemini recommends and why
   • Identify gaps in your AI visibility

2. Optimize for Conversational Queries

   • Move beyond keyword optimization
   • Create content that answers multi-part questions
   • Use structured data for Product, Organization, and FAQ schemas

3. Consider UCP if You're E-commerce

   • Connect to Shopify's agentic commerce infrastructure
   • Enable checkout capabilities for AI surfaces
   • Test the purchase flow through Gemini

4. Monitor Google Ads Performance

   • Enable Search campaigns for AI Mode placements
   • Run Performance Max with quality creative assets
   • Track "AI Mode" in search terms reports

Long-Term Strategy

Build Brand Authority: Gemini prioritizes authoritative sources. Focus on:

• Review scores across Google and third-party sites
• Mentions in authoritative publications
• Wikipedia presence (if applicable)
• Consistent NAP (Name, Address, Phone) data

Create AI-Friendly Content:

• Clear, factual content that AI can cite
• Topical authority through comprehensive category coverage
• Regularly updated information
• FAQ content matching how users ask Gemini

Prepare for Agentic Commerce: The Universal Commerce Protocol represents the future of AI-powered shopping. Brands that integrate early will capture disproportionate share as users adopt AI-driven purchase behaviors.

Comparing Gemini to Other AI Platforms

For most brands, Gemini should be the priority due to its integration with Google Search, massive user base, and the existing Google Ads infrastructure. However, a multi-platform AI visibility strategy ensures you're discoverable wherever customers search.

Learn more about optimizing for ChatGPT, Perplexity, and Claude.

What to Expect in March 2026

Based on current trajectories, expect:

1. Continued UCP expansion to more retailers and categories
2. More clarity on advertising in AI surfaces (despite current denials)
3. Gemini 3 rollout to more surfaces beyond AI Overviews
4. Personal Intelligence features expanding to more users
5. Shopping ads evolution within AI Mode

The pace of Gemini updates shows no signs of slowing. Brands that adapt quickly will capture the emerging AI search and commerce opportunity.

Key Takeaways

1. Gemini 2.0 and 3.0 models bring significantly improved reasoning and multi-app capabilities

2. AI Mode is becoming conversational — users can now jump from AI Overviews into full conversations

3. Shopping is transforming through UCP — users can buy directly in Gemini from major retailers

4. Advertising in Gemini is complicated — no ads in the standalone app (officially), but ads appear in AI Mode within Search

5. Personal Intelligence is here — Pro and Ultra users can connect Gmail and Photos for personalized answers

6. Link visibility improved — Google responded to publisher concerns with more prominent source links

7. Enterprise adoption is growing — major retailers using Gemini for customer experience

February 2026 represents a turning point for Google Gemini. The technology is maturing from experimental features to core infrastructure reshaping search, shopping, and advertising.

Brands that understand these changes and optimize accordingly will dominate AI-driven discovery in the years ahead.

Stay ahead of Google Gemini updates and AI search trends. Contact AdsX to develop a comprehensive AI visibility strategy that captures customers across Gemini, ChatGPT, Perplexity, and emerging AI platforms.

Further Reading

• Google Gemini Advertising Guide
• Google AI Mode Optimization
• Universal Commerce Protocol Guide
• ChatGPT Shopping Guide
• What is AI Search Optimization?

Sources

• Gemini Apps' release updates & improvements
• Expanding AI Overviews and introducing AI Mode
• AI Mode in Google Search and AI Overviews get Gemini upgrades
• Google brings Personal Intelligence to AI Mode in Search
• Google now lets users jump from AI Overviews into AI Mode conversations
• Google Pushes AI Shopping Features in Search and Gemini Chatbot
• Google Cloud Brings Shopping and Customer Service Together with Gemini Enterprise for Customer Experience
• EXCLUSIVE: Google Tells Advertisers It'll Bring Ads to Gemini in 2026
• Google Pushes Back On Adweek Report About Gemini Ads In 2026
• Gemini app and Google AI Mode adding product checkout