Google's advertising platform offers AI tools that automatically generate text headlines, ad descriptions, and creative asset combinations for advertisers using Performance Max and AI Max, reducing the need to manually write every ad variant. AI Max specifically generates new text by analyzing the advertiser's landing page content.

Within Performance Max campaigns, Google's AI assembles custom ad combinations per placement by mixing and matching advertiser-supplied assets; generative AI asset creation for text and images began rolling out in beta in November 2023. AI Max (launched globally in beta starting May 27, 2025, and moving out of beta as of 2026) adds the ability to automatically generate new text headlines and descriptions by analyzing the advertiser's landing page content, existing ads, and keywords. Google's blog reported that L'Oréal achieved a 2x higher conversion rate at a 31% lower cost-per-conversion using AI Max. AI Max was originally available as an opt-in feature suite; starting September 2026, campaigns using Dynamic Search Ads, automatically created assets, and campaign-level broad match will be automatically upgraded to AI Max. The system also generates image assets and auto-created video variations from existing assets within Performance Max campaigns.