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. AI Max (launched globally in May 2025 beta, 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. Google's blog reported that L'Oréal doubled its conversion rate and cut cost per conversion 31% using AI Max. AI Max was originally available as an opt-in feature suite; starting September 2026, campaigns using Dynamic Search Ads will be automatically upgraded to AI Max. The system also generates visual display ads, YouTube video scripts, and Shopping ad variations.