There has been an increase in the appearance of ads in the AI response blocks that appear in Yandex search results. Yandex itself says that it is impossible to hit this block precisely; but according to experts, the priority is banks.
Image source: yandex.ru/company
According to reports, at the end of the second quarter, the AI response block in Yandex search results accounted for 30% of the total impressions of the largest advertisers in the financial sector from 17%.Kommersant» Consult data from digital budget analysts. Advertisements appear at the bottom of Alice AI’s AI responses in Yandex’s main search results. The ads are labeled “Promo,” a format that’s been in testing since 2025 – shown when they fit the context of a user’s request and help solve their problem. “You cannot purchase promotions separately in Quick Answers in Search and in Chat with Alice AI; for this you need to activate a Search Promotion in Yandex Direct.””, explains Yandex.
The main advertiser in this block is Sber, whose ads account for 57% of impressions, second is Yandex’s own financial services with 27%, and third is T-Bank with 9%. These three advertisers account for 90% of all impressions in Neuroblock. Experts interviewed by Kommersant said it is too early to consider neurodistribution as an independent source of traffic, but it is a growing channel for reaching consumers. However, the placement here remains a “black box” for advertisers, as the guaranteed impressions in this block are not sold.
For banks, the traffic growth rate of this channel is generally around 1% to 5%; for special requirements, this number can reach 5% to 10%. Experts suggest that only a handful of companies have actually been given access to a beta version of the block – and by the time the format becomes publicly available, it could duplicate the logic of ad auctions in search results, while maximum visibility remains with players with large advertising budgets.
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