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From September 2026, Search campaigns running automatically created assets or the campaign-level broad match setting are auto-upgraded to AI Max, with Google aiming to finish by the end of the month. The DSA upgrade slipped to February 2027. How to check scope in ten minutes and which controls survive.
AI Brief lets advertisers steer Gemini inside AI Max using plain English across three layers: Messaging Guidelines, Matching Guidelines, and Audience Guidelines. Here is how to use each layer and what cross-border sellers should write in each field.
Google expanded AI Max to Shopping campaigns in Q1 2026, letting Merchant Center product feeds drive conversational query matching. The new AI Brief tool gives advertisers a way to steer Gemini with plain-language brand and audience context. Here is how to set it up and what to fix in your feed first.
Starting September 2026, Google officially retires Dynamic Search Ads and auto-migrates all eligible campaigns to AI Max for Search. AI Max requires no keywords — AI automatically matches search intent. What cross-border ecommerce sellers need to prepare before the deadline.