On the 30th of April, Google announced that it’s expanding its existing AI Max into Shopping campaigns. The aim is to allow for more automation and integrate conversational search capabilities into the way retailers advertise products across Search. According to Google, this update is designed to help advertisers adapt to what it’s describing as “the next generation of Search,” where queries are becoming more conversational and intent-driven. If you’re already running Shopping campaigns, AI Max can be enabled, but you’ll also be able to keep your existing product targeting and bidding flexibility exactly as it was before your switch.
Importantly, we think this update underscores Google’s continued focus on AI-led search advertising, where campaigns are adapting to changing search behaviours and understanding intent in real-time.
Shopping Campaigns Are Becoming More Context Aware
Traditionally, Shopping campaigns have relied heavily on product feeds, titles and keywords to determine when ads are displayed. AI Max will take this further, and Google says the system can now interpret richer details from Merchant Centre feeds, including product-specific context like:
- Material durability
- Fabric softness
- Fit and sizing information
What this means is that the platform should be able to interpret what shoppers mean when they search. So, instead of straightforward product queries, AI Max is designed to better respond to conversational searches like “comfortable shoes for long walks,” “soft bedding for sensitive skin,” or “durable waterproof jacket for hiking.” Why does this matter? Search behaviour is changing quickly, especially as AI-generated search experiences become more common.
The Three Biggest Features in the Update
Google is rolling out three main capabilities as part of AI Max for Shopping campaigns:
- Text customisation – AI Max can automatically generate ad copy for Shopping campaigns based on shopper intent and conversational queries. We think the aim here is to make ads feel more aligned with the way people naturally search, rather than relying on static product copy.
- Final URL Expansion (FUE) – This feature automatically matches users with the most relevant landing page on your site based on their search intent. Rather than sending all traffic to one default product page, Google will likely dynamically choose the page it believes is most relevant to the query. This feature can be turned off to give more control over landing page delivery.
- Optimal Format Selection – AI Max can automatically decide whether to show a traditional Shopping ad or a text-based search ad. The system selects the format based on what it believes is the most relevant for a specific search.
This upgrade is especially relevant to eCommerce brands and will change how Shopping campaigns work. As with other campaign types, AI Max is designed around helping advertisers capture searches that don’t fit into traditional keyword targeting. This is particularly relevant as people are increasingly searching in more conversational language. At the same time, automation of this kind means your inputs are more important than ever. Product feed quality, landing page relevance and accurate Merchant Centre data are imperative because the AI relies on this information to make decisions about each ad.
Google has described AI Max as a high-growth AI-driven search ads product, which we think says a lot about where the platform is heading. But it’s important to keep in mind that, while the tools may be becoming smarter, campaign performance will still depend heavily on strategy and ongoing optimisation.
The Final Word
For retailers already using Shopping campaigns, this update will likely create new opportunities to capture intent earlier and respond more naturally to how people are searching right now.
The feature is currently rolling out as a closed beta globally, and UK advertisers will likely start seeing more access soon. In the meantime, now is a great time to assess your paid media strategy and think about your feeds, landing pages and campaign structure. If you’d like to talk it through, our team is always available, so feel free to reach out.