Google’s AI Mode and AI Overviews are rewriting how search works. Instead of presenting a list of links, Google increasingly summarises information directly in the SERP using large language models (LLMs). Ads can now be blended into these AI-driven experiences. This means that the success of your creative depends on whether the model can understand it.
This introduces a new creative discipline: Designing ad assets that are readable, interpretable, and recommendable by AI search engines.
It’s not SEO.
It’s not traditional ad copywriting
It’s semantic creative design; building assets that LLMs can confidently surface inside AI-generated answers.
Here’s the definitive guide.
What “AI-Readable Creative” Actually Means
In AI Mode, your creative assets aren’t being interpreted by a keyword matcher. They’re being parsed by a multimodal model that analyses:
- Words
- Phrases
- Product attributes
- Entities
- Context
- Intent
- Visual objects (images & product shots)
- Structured metadata (feeds, schema, product titles)
Creative that is optimized for AI readability:
- Clearly expresses what your product is
- Clearly expresses who it’s for
- Includes explicit claims, facts, or attributes
- Anchors itself in an entity that the model recognises
LLMs reward clarity, structure, and specificity, rather than persuasion or flourish.
Principles of AI-Readable Creative
To be surfaced in AI Mode or AI Overviews, your creative must follow three principles:
1. Be Explicit, Not Implicit
LLMs struggle with ambiguity. They don’t infer as humans do. So, while you still need to highlight the product’s benefits in an appealing way, it’s important to be specific in your creatives. For example:
- Bad (too vague): “Glow like never before.”
- Good (explicit): “Vitamin C serum for brightening dark spots in 4–6 weeks.”
2. Lead With the “Entity Statement”
LLMs index nouns, attributes, and relationships.
For example: “Hydrating hyaluronic acid serum for dry skin.”
This anchors:
- Product type
- Function
- Ingredient
- Use case
3. Use Answer-Style Structures
Your ad must resemble something the model can insert into an answer.
Formats LLMs love:
- “X helps with Y by doing Z.”
- “For people with ___, this product offers ___.”
- “Contains A, B, and C to achieve D.”
This mirrors natural language answers.
How to Structure Titles, Headlines & Descriptions for AI Mode
1. Product or Ad Titles
A good rule of thumb is to use the following formula: [Product Type] + [Primary Benefit] + [Key Attribute]
Examples:
- “Retinol Serum for Fine Lines — 0.2% Encapsulated Retinol”
- “Plant-Based Protein Powder — 20g Protein, Dairy-Free”
- “Wireless Noise-Cancelling Headphones — 30h Battery Life”
The goal is for the LLM to understand what the product is without guessing.
2. Headlines
Keep them declarative and fact-first.
Examples:
- “Clinically tested formula for sensitive skin.”
- “Made with 100% recycled aluminium.”
- “Delivers 2× hydration within 24 hours.”
3. Descriptions
Use short, structured sentences that read like factual answers.
Some aspects to cover include:
- What it is
- Who it’s for
- What it does
- What makes it different
- A measurable or verifiable claim
Example:
“A lightweight hyaluronic acid serum for dry or dehydrated skin. Designed to improve moisture retention within 2–4 weeks. Fragrance-free and dermatologist tested.”
The silence-breaker here is that LLMs strongly favour claims that are measurable or verifiable.
Designing AI-Readable Visual Creative
Google’s AI Overviews and AI Mode scan visual assets for:
- Product type
- Packaging
- Ingredients
- Use-case context
- Text overlays
- Recognisable scenes
To optimise visuals, it’s important to follow these principles:
1. Use Clear, Uncluttered Object Shots
AI should be able to instantly identify what’s in the image.
2. Include Contextual Scenes
LLMs understand:
- “Skincare routine”
- “Gym environment”
- “Cooking setup”
- “Haircare application”
3. Add Text Overlays (But Not Too Many)
- Short overlays help image-text alignment.
Examples: - “Retinol 0.2%”
- “Anti-aging serum”
- “For dry skin”
Avoid decorative or metaphorical visuals. Use practical scenes.
How to Test Your Creative for LLM Readability
Here’s a simple but powerful trick:
Prompt Test
Copy your title or description into Gemini / ChatGPT and ask: “Summarise what this product is, who it’s for, and its main benefits.”
If the model misunderstands or misses key points, that probably means that your creative is not AI-ready.
Image Test
Upload your image and ask: “What does this image show? What product is this? What is it used for?”
If the model gives an incorrect answer or a vague one, it may be an indicator that you need to redesign the visual.
Pair Creative With Feed-Level Entity Signals
AI Mode pulls heavily from structured data, so you need to make sure that your feed has:
- Exact product titles
- Core attributes (e.g., SPF 50, size, material, ingredient strength)
- Short, factual descriptions
- Category-level attributes (skin type, diet type, voltage, etc.)
- Consistent naming across asset groups
Creative + Structured Data = AI Retrieval Eligibility
Remember that you’re not optimising a single ad. You’re optimising a knowledge graph node that the AI can understand.
Measuring Success in a Zero-Click Environment
Clicks won’t tell the full story anymore. So, you need to use blended indicators:
1. Brand Search Lift
Primary KPI. If AI Mode surfaces your brand or product, brand searches rise.
2. Assisted Conversions in GA4
AI Mode influences top- and mid-funnel behaviour.
3. “Visibility Lift” via Impression Share Proxies
Especially on PMax or Search themes.
4. View-Through Conversions
Critical for zero-click contexts.
5. Generative SERP Mentions (Qualitative)
Track how often you appear in:
- AI Overviews
- AI summaries
- Mixed-mode responses
This is modern brand performance.
The AI-Readable Creative Checklist
Before publishing, ensure your assets:
- State the product type clearly
- Lead with factual, verifiable benefits
- Use entity anchors (ingredients, specs, features)
- Are written in answer-style sentences
- Avoid fluff, metaphors, and slogan-only copy
- Include clear visual cues
- Are testable via LLM summarisation
- Align with structured data/ PMax feed attributes
- Reinforce the same entity language across channels
If your creative is easy for an AI model to understand, it becomes easy for Google to recommend.
Key Takeaway
AI Mode rewards clarity, structure, and semantic precision. Success now depends on whether your creative can be seen by humans, understood by machines, and surfaced by models.
This is the new craft. Not just persuasive copywriting, but answer-driven advertising.
Brands that master AI-readable creative won’t wait for clicks; they’ll win the moment of the answer.
