Google is pulling the training wheels off its AI-powered advertising system. The company announced that AI Max for Search campaigns—which has been in beta since May 2025—will begin automatically upgrading eligible campaigns starting September 2026.
AI Max is Google's machine learning system designed to maximize ad performance. Since its beta launch, hundreds of thousands of global advertisers have already used it to scale their search campaigns. Now, Google is making the switch mandatory for three specific campaign types: Dynamic Search Ads (DSA), automatically created assets (ACA), and campaigns using broad match keyword settings.
Advertisers have traditionally used DSA as a catch-all tool to generate relevant headlines and landing pages based on their own content. AI Max offers similar benefits but positions itself as a smarter, AI-powered solution for what Google calls "the next era of search advertising."
The system combines advertiser-provided information (like ad and website content) with real-time search intent and other signals to discover more search queries that might otherwise be missed—all while maintaining ad relevance. It also offers more granular controls for brand settings, geographic targeting, and text guidelines.
Migration schedule
Google has outlined a phased rollout. Advertisers who want to move immediately can opt in starting April 2026.
DSA users will get an upgrade tool within a week to help with the transition. Those using ACA or the relevant campaign settings will see an "Upgrade campaign" link they can click to initiate the process.
When automatic upgrades begin in September 2026, creating new DSA campaigns through Google Ads, Google Ads Editor, or the Google Ads API will no longer be possible. Affected accounts will receive notifications before the migration starts.
A strategic shift
Brandon Elvin, director of product management for Google Ads, framed the move as more than just a platform update. "Migrating to AI Max represents a strategic shift from manual management to scalable, AI-powered growth," he said. "It will help you capture more business opportunities than ever before and expand your operations more precisely. We are fully committed to supporting you throughout this transformation."
The message is clear: Google is betting big on automation, and advertisers are coming along for the ride—whether they're ready or not.