Pitch deck: How Google is responding to advertisers' concerns about AI Max

"When Google started talking to marketers about AI Max - its suite of AI-powered tools to improve results for advertisers' search campaigns - ahead of its initial roll out over summer, the platform's 11-page pitch deck left them with more concerns than clarity. Which is why Google has recently been circulating an updated (and detailed) 26-page pitch deck which aims to address those issues. The deck, unsurprisingly starts off similarly to its earlier iteration, with facts and stats about search and reach across Google."

"Now available globally in beta across Google Ads, Google Ads Editor, Search Ads 360, and through the Google Ads API, AI Max is a suite of targeting and creative tools powered by AI, which aim to improve results for advertisers' search campaigns. What does it actually do? The tools basically match ads to relevant searches - including ones advertisers haven't bid on. It can customize ad copy based on user intent as well as automatically send users to a brand's landing page."

"As Chris Matheson, media manager at Markacy noted most of his clients are interested in AI Max's functionality because it's the fundamental component of Google Search. "Clients are particularly concerned, and I think rightfully so, around how potentially damaging it is to their brands if they have AI running with copy, but they don't have direct control and oversight," he said."

AI Max is a suite of AI-powered targeting and creative tools available globally in beta across Google Ads, Google Ads Editor, Search Ads 360, and the Google Ads API. The tools match ads to relevant searches, including ones advertisers have not bid on, customize ad copy based on user intent, and auto-direct users to brand landing pages. Google circulated an updated 26-page pitch deck after initial concerns from advertisers over an earlier 11-page deck. Advertisers express major concerns about generative AI creating copy without direct advertiser control and transparency about where content and signals are sourced.

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