Google’s announcement of AI Max for search campaigns is not a mere enhancement, but a genuine watershed that offers a fascinating—and in many ways revolutionary—glimpse into the future of online search. It is not just about optimising current performance; it is about rethinking the strategic approach in an ecosystem increasingly mediated by artificial intelligence, taking as a given that SEO will have to be done for AI and will therefore provide relevant information to ads as well.
How search ad campaigns will change
Traditionally, managing search campaigns has revolved around the meticulous selection and optimisation of keywords. Our expertise as a Google Premier Partner has long focused on the ability to identify the most relevant queries, structure effective ad groups and refine matches to maximise return on investment. This approach—based on a deep understanding of user search intent expressed through specific terms—has been the backbone of SEM strategies for years.
With the advent of AI Max, the paradigm shifts. Artificial intelligence takes centre stage, complementing and in some cases surpassing the need for an exhaustive, rigid list of keywords. AI Max is designed to capture user intent, even beyond the most obvious and direct search formulations. By leveraging advanced broad‑match technologies and keywordless capabilities, the platform can identify patterns and correlations that even an expert human analysis might miss. This means our campaigns can now reach a potentially interested audience that uses unexpected or emerging search formulations, significantly expanding coverage.
Will we say goodbye to keywords?
This does not, however, mean the total abolition of keywords in the process—at least not yet. We can say that the role of keywords is evolving in this first phase, not disappearing. Today they remain fundamental as initial intent signals and as a base from which artificial intelligence can explore nuances and variants. Keywords become almost “seeds” that AI Max, in this first phase, uses to sprout and identify a broader ecosystem of relevant queries. Our decades‑long expertise as a Google Premier Partner thus evolves into the ability to give the AI the best possible inputs, strategically selecting the keywords that best represent the heart of the offer and the target audience. 
In addition, for now, keywords retain their importance in providing a layer of control and insight. Although AI Max operates with a high degree of automation, the ability to analyse the actual search terms that trigger our ads—within a broader AI‑driven framework—allows us to further refine our overall strategy, identify new opportunities and exclude undesirable terms. Brand controls and geo‑targeting options at the ad‑group level, mentioned in Google’s announcement, confirm that at least in this initial stage there are still manual levers which, integrated with artificial intelligence, enable more granular and performant campaign management.
The true strength of AI Max therefore lies in its ability to personalise the user experience in real time. By generating dynamic text assets and directing users to the most relevant landing pages, AI Max’s artificial intelligence not only intercepts intent but smoothly and intuitively guides it toward conversion. This level of large‑scale personalisation—unthinkable with traditional methods—is where AI shows its transformative potential for the future of search, making it an ever more tailored experience for the individual.
Let’s look at the technical side of AI MAX
A particularly interesting aspect emerging from the technical details is the introduction of the synthetic keyword concept. This new parameter, usable in tracking models, shows how—even in the absence of an exact keyword typed by the user that triggered the ad—the AI can generate a value similar to a keyword, capturing the essence of the query. This tool offers greater transparency and continuity in analysis compared with the past, allowing us to better understand how the AI interprets and responds to search intent beyond the bounds of traditional keywords.
Alongside search‑term matching, asset optimisation represents the other pillar of AI Max, focusing on large‑scale creative personalisation. The AI’s ability to generate relevant text assets in real time based on the user’s query and the optimal landing page ensures that the ad message is always fresh, relevant and aligned with the intent of the moment. This not only improves ad performance but also elevates the user experience, making interaction with the brand smoother and more persuasive. Asset management thus becomes a dynamic process, where our initial creativity is enhanced by the AI’s capacity to adapt and optimise it in real time.
Being a Google Premier Partner puts us in a privileged position to navigate this change. We have early access to these technologies and the ability to test them thoroughly, gaining deep insight into their potential and implications. Our expertise is enriched, shifting from simple keyword‑based management to strategic oversight of complex ecosystems in which AI plays a central role. We do not just sell campaigns; we provide advanced consultancy that guides companies in adopting these tools to unlock new heights of performance. And being first in adopting new technologies has always proved an advantage for merchants.
In summary, the future of search shaped by AI Max does not spell the end of keywords; rather, it redefines their role within a smarter, more automated system. Our experience as a Google Premier Partner confirms that combining human strategic intuition with the computational power of artificial intelligence is the winning formula for excelling in a rapidly evolving digital landscape. The future of search is already here, and it is one in which AI and human expertise collaborate to create ever‑more effective connections between businesses and their customers.
Reference:
L’annuncio ufficiale: https://blog.google/intl/it-it/nuove-prestazioni-con-ai-max-per-le-campagne-di-ricerca-google/
How AI Max for Search campaigns works: https://support.google.com/google-ads/answer/15910187
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