Google to auto-upgrade automatically created assets to AI Max

Google is automatically migrating eligible Search campaigns to AI Max, expanding adoption of its AI-powered campaign features without requiring advertisers to opt in manually.

What’s happening. Advertisers are receiving emails notifying them that, beginning Sept. 1st, Search campaigns using Automatically Created Assets (ACA) and/or the campaign-level broad match setting will be automatically upgraded to AI Max for Search campaigns.

The rollout will preserve existing campaign behavior as closely as possible by applying AI Max settings that mirror advertisers’ current configurations.

Auto upgrade. Campaigns using Automatically Created Assets will be upgraded with search term matching and text customization enabled by default. Campaigns using the campaign-level broad match setting will receive AI Max with search term matching enabled.

Google says the goal is to make the transition seamless by carrying forward the functionality advertisers already rely on, while moving campaigns onto its newer AI-powered framework.

Why we care. Advertisers currently using Automatically Created Assets or campaign-level broad match won’t need to manually migrate to AI Max. However, they should review campaign settings after the upgrade to understand which AI features have been enabled and how they could affect query matching, ad creative and overall campaign performance.

The bottom line. Google is making AI Max the default experience for more Search campaigns, signaling its continued shift away from legacy campaign controls and toward AI-driven automation.

First spotted. This update was shared on X by Menachem Ani, Founder of JXT Group.