{"id":4395,"date":"2025-05-11T14:01:17","date_gmt":"2025-05-11T12:01:17","guid":{"rendered":"https:\/\/www.htt.it\/?p=4395"},"modified":"2026-02-14T20:05:34","modified_gmt":"2026-02-14T19:05:34","slug":"ai-max-the-future-of-search","status":"publish","type":"post","link":"https:\/\/www.htt.it\/en\/ai-max-the-future-of-search\/","title":{"rendered":"AI Max, the future of search"},"content":{"rendered":"\n\n\n
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Google\u2019s announcement of AI\u202fMax for search campaigns is not a mere enhancement, but a genuine watershed that offers a fascinating\u2014and in many ways revolutionary\u2014glimpse 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.<\/p>\n

How search ad campaigns will change<\/h2>\n

Traditionally, managing search campaigns has revolved around the meticulous selection and optimisation of keywords<\/strong>. Our expertise as a Google\u202fPremier\u202fPartner 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\u2014based on a deep understanding of user search intent expressed through specific terms\u2014has been the backbone of SEM strategies for years.
\nWith the advent of AI\u202fMax<\/strong>, the paradigm shifts. Artificial intelligence takes centre stage, complementing and in some cases surpassing the need for an exhaustive, rigid list of keywords. AI\u202fMax is designed to capture user intent<\/strong><\/em>, even beyond the most obvious and direct search formulations. By leveraging advanced broad\u2011match<\/em> technologies and keywordless<\/em> capabilities<\/strong>, 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.<\/p>\n

Will we say goodbye to keywords?<\/h2>\n

This does not, however, mean the total abolition of keywords in the process\u2014at 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 \u201cseeds\u201d that AI\u202fMax, in this first phase, uses to sprout and identify a broader ecosystem of relevant queries. Our decades\u2011long expertise as a Google\u202fPremier\u202fPartner 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. \"AI
\nIn addition, for now, keywords retain their importance in providing a layer of control and insight. Although AI\u202fMax operates with a high degree of automation, the ability to analyse the actual search terms that trigger our ads\u2014within a broader AI\u2011driven framework\u2014allows us to further refine our overall strategy, identify new opportunities and exclude undesirable terms. Brand controls and geo\u2011targeting options at the ad\u2011group level, mentioned in Google\u2019s 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.<\/p>\n

The true strength of AI\u202fMax 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\u202fMax\u2019s artificial intelligence not only intercepts intent but smoothly and intuitively guides it toward conversion. This level of large\u2011scale personalisation\u2014unthinkable with traditional methods\u2014is where AI shows its transformative potential for the future of search, making it an ever more tailored experience for the individual.<\/p>\n

Let\u2019s look at the technical side of AI\u202fMAX<\/h2>\n

A particularly interesting aspect emerging from the technical details is the introduction of the synthetic keyword<\/strong> concept. This new parameter, usable in tracking models, shows how\u2014even in the absence of an exact keyword typed by the user that triggered the ad\u2014the 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.
\nAlongside search\u2011term matching, asset optimisation<\/strong> represents the other pillar of AI\u202fMax, focusing on large\u2011scale creative personalisation. The AI\u2019s ability to generate relevant text assets in real time based on the user\u2019s 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\u2019s capacity to adapt and optimise it in real time.<\/p>\n

Being a Google\u202fPremier\u202fPartner 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\u2011based 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.<\/p>\n

In summary, the future of search shaped by AI\u202fMax does not spell the end of keywords; rather, it redefines their role within a smarter, more automated system. Our experience as a Google\u202fPremier\u202fPartner 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\u2011more effective connections between businesses and their customers.<\/p>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n\n\n

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Reference:
\nL’annuncio ufficiale: https:\/\/blog.google\/intl\/it-it\/nuove-prestazioni-con-ai-max-per-le-campagne-di-ricerca-google\/<\/a><\/p>\n

How AI Max for Search campaigns works: https:\/\/support.google.com\/google-ads\/answer\/15910187<\/a><\/p>\n

:<\/p>\n <\/div>\n <\/div>\n<\/section>\n\n\n\n\n

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Vuoi utilizzare AI MAX per le tue campagne search?<\/p>\n <\/div>\n

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\ud83d\udc4b
Discuss it with Giulia!\n <\/h4>\n
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<\/div>

Giulia CanceddaHead of Paid Media<\/span><\/p> <\/div>\n \n Book a meeting<\/a>\n <\/div>\n <\/div>\n <\/div>\n<\/section>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":4398,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[1,120,121,119],"tags":[94,107],"class_list":["post-4395","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-agency","category-ai-en","category-best-practice-en","category-news-en","tag-expertises-en","tag-web-marketing-en"],"acf":[],"yoast_head":"\nAI Max, the future of search - HT&T Consulting .<\/title>\n<meta name=\"description\" content=\"AI Max is reshaping search. 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