Google is testing a new AI-powered setting in Performance Max called “AI Max ad group.”

It’s designed to auto-generate creatives, audiences, and targeting using your website and existing assets. Basically, it's like handing over more control to Google’s AI.

Could be helpful for beginners or rapid testing, but for performance marketers, it means even less control over key elements.
Good for scale maybe, but risky if you rely on fine-tuned targeting or brand-specific messaging. Curious to see how well it performs once it rolls out wider.

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Interesting update. Google really wants to take the wheel lately. Curious to see how well it performs compared to manual setups.

zocketeer said:

It’s designed to auto-generate creatives, audiences, and targeting using your website and existing assets. Basically, it's like handing over more control to Google’s AI.

Click to expand...

Not only are we handing them more control... We are given the privilege to pay them high prices so they can collect our user data. Don't forget that data is now more valuable than ever before! Since it can be used to train and fine tune models for specific tasks. Google is definitely planning for the long term. They do not want to lose their monopoly because of the AI revolution that is coming, but instead further solidify it. Elon Musk also freaks me out when it comes to this.

But back to the topic at hand. This is definitely a useful concept especially when combined with a/b testing and data analysis all done by AI. The first idea that came to my mind is an autonomous self improving ecom website. Even financial matters can be completely handled by AI if you integrate web3<>web2 payment gateways that can be controlled by API tooling. Scary times are coming.

Yeah for sure, Google’s heading full autopilot mode with this. It’s powerful if your site and data are solid, but risky if you rely on controlled messaging or segmented targeting.

I’ve seen setups where ROAS tanks just because AI pushed the wrong creative to the wrong audience.

btw just curious. has anyone here actually tested the full auto flow live? Would be good to see how it performs in real spend.

Yeah, that’s a fair point. It feels like these kinds of tools are always a trade-off: you gain speed and simplicity, but lose some of the granular control that experienced marketers usually rely on. I guess the real value will show once people start sharing case studies from live campaigns.