AI Max Turns 1 with new ways to steer performance and expansion to more advertisers

AI Max, Google's fastest-growing AI-powered Search ads product, is expanding to Shopping campaigns and Travel-specific formats, enabling retailers to meet shopper intent before specific product searches and simplifying travel ad management.
The new AI Brief feature, powered by Gemini, allows advertisers to provide rich context using their own words, including messaging guidelines (e.g., never mention prices), matching guidelines (e.g., prioritize healthy pantry staples), and audience guidelines (e.g., highlight clean products for health-conscious users).
AI Brief provides previews for feedback before launch and automatically migrates existing text guidelines.
Additionally, Final URL expansion (FUE) now includes text disclaimers for regulated industries, ensuring mandatory text appears even with AI-driven landing pages.
These updates help advertisers capture complex, long-tail searches and maintain compliance while leveraging AI.