Google Ads, News & Updates

Google Ads, News & Updates

AI Max for Search, DSA Migration and Ads in AI Mode: October 2026 Update

By SEM Insider Team

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Published October 22, 2026
Updated

SEM Insider · Google Ads

By SEM Insider Editorial Team · Updated October 23, 2026 · 7 min read

The short answer

Three Search changes matter this month. First, you can now preview AI Max text customization before you switch it on: enter a URL and see up to 10 sample headlines and descriptions in about 30 seconds. Second, the clock is running on Dynamic Search Ads. New DSA creation ends in January 2027 and remaining DSA campaigns auto-migrate to AI Max in February 2027. Third, Google is now testing ads in AI Mode for users with Personal Intelligence on, which it previously said would stay ad-free.

Change	Date	What to do
AI Max text customization previews	Reported Oct 8–9	Preview copy for every Search campaign before opting in
New AI Max report columns	Reported Oct 8	Add them to your saved column sets
DSA creation ends	January 2027	Finish DSA vs AI Max tests before then
DSA auto-migration	February 2027	Upgrade voluntarily on your own schedule
Ads in AI Mode with Personal Intelligence	Test confirmed Oct 16	Keep broad match, PMax or Shopping eligible

In this guide

What changed
What Search advertisers should do
FAQ

What changed

AI Max text customization previews

Text customization is the AI Max setting that used to be called automatically created assets. It writes extra headlines and descriptions from your landing pages, existing ads and keywords. The common worry has always been: what will it actually write?

Google added a “Text customization asset previews” section to its help documentation, first reported on October 8–9. Here’s how it works:

Find it in the Asset optimization section when creating or editing a Search campaign.
Enter a final URL and Google generates up to 10 sample headlines and descriptions, mostly in under 30 seconds.
You don’t need to opt in to text customization to see them.
If you’ve set text guidelines (words to exclude, themes to avoid), the previews are filtered to respect them.
Works in all text customization languages, including English, Spanish, French, German, Italian, Portuguese, Japanese and Dutch. Adult categories are excluded.

A preview is a sample, not the full set of what will serve. Once it’s live, check asset reporting regularly.

This matters more now because Search campaigns that used automatically created assets or campaign-level broad match were auto-upgraded to AI Max in September 2026 (see our AI Max auto-upgrade audit guide). Many of those got text customization switched on by default. AI Max is also the default for new Search campaigns.

New AI Max reporting columns

Search Engine Roundtable reported four new AI Max-related columns on October 8: Brand inclusions, Locations of interest, Commission and Optimized targeting. Add them to your column sets so you can see what AI Max is doing in each campaign.

The Dynamic Search Ads timeline

Google originally planned to retire DSA in September 2026, then delayed it after advertiser feedback. The current timeline:

Now through January 2027: testing and voluntary migration. In-account prompts to upgrade began appearing in September.
January 2027: you can no longer create new DSA campaigns or ad groups.
February 2027: remaining DSA campaigns auto-migrate to AI Max for Search (or Search with broad match and Smart Bidding). Dynamic ad groups become standard ad groups.

To upgrade on your own terms, look for “Upgrade your Dynamic Search Ads to AI Max” in campaign settings.

Ads in AI Mode for Personal Intelligence users

Personal Intelligence lets users connect Google apps like Gmail and Google Photos to AI Mode so answers are tailored to them. When it launched, Google said that experience would have no ads. On October 16, Google confirmed it’s now testing ads there.

Google says the ads stay relevant to the query, the context of the response and the user’s interests. It hasn’t said whether connected-app data personalizes ads directly. For advertisers, the practical point is unchanged: ads in AI Mode come from Search campaigns using broad match or AI Max, Shopping and Performance Max. If your Search campaigns are exact and phrase only, you’re less likely to show there.

What Search advertisers should do

This week

☐ Run text customization previews for every Search campaign that was auto-upgraded in September
☐ Set text guidelines (excluded words, themes to avoid) before leaving text customization on
☐ Turn text customization off where previews show off-brand or non-compliant copy, especially for legal, health and finance clients
☐ Add the four new AI Max columns to your reports

Before January 2027

☐ List every DSA campaign and ad group, with spend and conversions
☐ Run a DSA vs AI Max experiment on your biggest DSA campaign
☐ Rebuild page feeds and URL exclusions so they carry over cleanly
☐ Upgrade voluntarily after the holidays, so you control the timing rather than Google

For AI Mode visibility

☐ Make sure at least one Search campaign per key product uses broad match or AI Max with Smart Bidding
☐ Keep landing pages clear and specific, since AI Mode ads match on the context of the conversation
☐ Watch search terms and AI Max reporting for new conversational query patterns

Our take

The direction is clear: Google’s Search inventory is moving toward AI Max and AI-driven surfaces. The best move isn’t to resist it or accept every default. Preview what AI Max writes, set guardrails, test it against your current setup, and migrate on your own schedule before Google does it for you.

Frequently asked questions

Can I preview AI Max ad copy before turning it on?

Yes. In the Asset optimization section, enter a final URL to see up to 10 sample headlines and descriptions. You don’t need to opt in to text customization first.

What is text customization in AI Max?

The AI Max setting formerly called automatically created assets. It generates extra headlines and descriptions from your landing pages, ads and keywords.

When will Dynamic Search Ads stop working?

New DSA creation ends in January 2027. Remaining DSA campaigns auto-migrate to AI Max starting in February 2027.

How do I upgrade DSA to AI Max myself?

In campaign settings, choose the option to upgrade your Dynamic Search Ads to AI Max. Google recommends doing it voluntarily rather than waiting for auto-migration.

Does Google show ads in AI Mode?

Yes. Ads in AI Mode come from Search campaigns using broad match or AI Max, Shopping and Performance Max. In October 2026 Google began testing ads for users with Personal Intelligence turned on as well.

Is AI Max on by default for new Search campaigns?

Yes. You can turn its features off during setup if you prefer a traditional campaign.

Sources

Written and reviewed by

SEM Insider Editorial Team

Every guide is checked against Google’s official documentation and reviewed for policy compliance before it is published. We update articles when the product changes and note what changed.