Yandex is increasingly testing advertising within AI responses in search and "Alisa AI." According to Digital Budget, in the second quarter of 2026, the share of neuro-output in ad impressions for the ten largest banks grew from 17% to 30%.
Ads appear at the end of the AI response and are marked as "Promo." It is not possible to purchase a spot in the neuro-block separately – the advertiser launches a regular search campaign in Yandex Direct, and the system itself decides when to show it within the neural network's response.
For now, the market is highly concentrated. Sber accounted for 57% of all promo placements in neuro-output, Yandex's own financial services for 27%, and T-Bank for 9%. Together, these three players captured over 90% of impressions.
Experts call the new channel a "black box": a separate campaign for AI responses cannot be created, and guaranteeing an impression is even less possible. According to their estimates, this format can currently provide banks with about 1-5% of additional search traffic, and for queries with a clear intent to apply for a card, deposit, or loan – up to 5-10%.
Market participants fear that neuro-output will eventually replicate the traditional advertising model: maximum visibility will go to companies with the largest budgets and advanced analytics. Yandex emphasizes that the format remains experimental for now.