Google is expanding its AI Max offering in beta around the world, giving advertisers more control and oversight in how AI is used inside their ad campaigns. (Search Engine Land)
What’s New
- One-click experiments: Advertisers can now initiate experiments with just a single click, making it faster to test different AI Max strategies.
- Brand-safe creative controls: New text guidelines help ensure that AI-generated ad copy remains compliant with brand standards and creative expectations.
- Platform availability: AI Max is being made available in beta across several interfaces — Google Ads, Search Ads 360, Google Ads Editor, and the Google Ads API.
Why It Matters
- These features lower friction for advertisers who’ve been hesitant to use AI because of control concerns. The ability to run experiments and enforce creative guardrails could make AI adoption safer and more palatable for brands.
- Brands will have better visibility over generated ad content and more control over how their identity looks in AI-assisted campaigns, which helps maintain consistency and trust with audiences.
- With tools accessible via multiple interfaces (API, Editor, etc.), it becomes easier for agencies and in-house teams alike to incorporate AI Max into workflows, automate where needed, but still retain oversight.
What to Watch
- How well the brand-safe text guidelines work in practice — whether they prevent unwanted creative outputs without overly restricting creativity.
- The speed and usability of the one-click experiments: if they are simple and transparent, they could increase experiment adoption; if complex or opaque, they may be under-used.
- Feedback from advertisers on how AI Max affects performance vs traditional campaign setups, especially around creative consistency, compliance, and traffic quality.
