By Kimeko McCoy
Publication Date: 2026-04-15 13:01:00
The days of marketers manually managing their Google search campaigns seem numbered as the industry barrels toward automation in the age of AI.
Today, Google’s AI Max is moving out of beta. With that, campaigns using Dynamic Search Ads (DSA), automatically created assets (ACA) and campaign-level broad match setting will automatically be upgraded to AI Max.
Come September, the search giant is further automating its search business, essentially moving from a keyword-based auction to an intent-based auction.
Voluntary upgrades begin this week — and Google will be open to feedback, said Brandon Ervin, director of product marketing for Google Ads. But in September, just before holiday shopping starts, marketers won’t be able to create new campaigns with DSA via Google Ads.
‘Can’t stop the train that’s coming’
For a group of professionals known for bellyaching about control and transparency, marketers aren’t fighting against the machine.
“You can’t…
