Google's AI advertising system, 'AI Max,' has officially launched, and automatic upgrades from dynamic search ads and automatically generated assets have been confirmed.

Google has announced that it will end the beta phase of its AI-driven advertising system, ' AI Max for Search campaigns ,' which has been available since May 2025, and will automatically upgrade 'Dynamic Search Ads (DSA),' 'Automatic Asset Creation (ACA),' and 'Broad Match Keyword Campaign Settings' to AI Max starting in September 2026.

Google's Dynamic Search Ads are upgrading to AI Max

'AI Max' is a system that uses AI to maximize advertising performance.

Since its announcement in May 2025, AI Max has been available in beta, but hundreds of thousands of global advertisers have already expanded their search campaigns using it. As a result, starting in September 2026, campaigns using Dynamic Search Ads (DSA), Automated Assets (ACA), and Broad Match Keyword Campaign Settings will be automatically upgraded to AI Max.

Until now, advertisers have used DSA as a comprehensive tool to generate highly relevant headlines and landing pages based on their own content. AI Max offers similar advantages to DSA, but provides a smarter, AI-powered solution to prepare campaigns for the new era of search advertising.

By combining advertiser information, such as ads and website content, with rich data like real-time search intent, we can discover more search queries that were previously overlooked, and maintain ad relevance. Furthermore, advanced settings are provided to give AI more granular control, including brand settings, geographic settings, and text guidelines.

The migration schedule is as follows, and those who wish to migrate immediately can do so from April 2026.

For DSA users, an upgrade tool to support a smooth transition will be available within a week. Users with ACA or campaign settings will see an 'Upgrade campaign' link; clicking it will allow you to upgrade.

In September 2026, the automatic migration will begin, and it will no longer be possible to create new campaigns via Google Ads, Google Ads Editor, or DSA through the Google Ads API. Affected users' accounts will receive a notification before the migration begins.

Brandon Elvin, Director of Product Management at Google Ads, said, 'Migrating to AI Max represents a strategic shift from manual operations to scalable, AI-powered growth. You'll be able to seize more business opportunities and scale your business more effectively than ever before. We'll be fully supporting you throughout this transformation.'