In 2024, Google introduced AI Max – an evolution of the well-known Performance Max campaign type. At first glance, both offer automation and multi-channel reach. But a deeper look reveals major enhancements that could reshape how advertisers engage with their audiences.
What Is Google Performance Max?
Performance Max was launched to simplify Google Ads. Instead of creating separate campaigns for Search, Display, YouTube, Discover, Gmail and Maps, advertisers could manage everything under one roof. Powered by machine learning, it automates budget allocation, creative selection and audience targeting based on goal-based outcomes.
For many businesses, Performance Max has been a game-changer. It’s helped brands scale reach and efficiency. However, some marketers felt it lacked transparency and granular control.
Enter AI Max
AI Max addresses many of the limitations of its predecessor. It introduces advanced predictive intelligence, better creative testing and more nuanced targeting strategies powered by Google’s Gemini AI.
In AI Max, campaigns are smarter and faster. Instead of just testing combinations of headlines and descriptions, it analyses contextual signals in real time to serve the right asset to the right audience at the right moment. The system even generates new creatives if needed – something previously only possible through manual uploads.
Better Creative Intelligence
AI Max is built on an understanding that creative is king. It evaluates which visuals, formats and copy variations resonate best across demographics, devices and intent signals. For example, users in colder regions might be shown warm colour tones and seasonal offers, while urban users see minimalistic, tech-driven themes.
This level of detail ensures that every impression counts. It leads to better engagement, lower CPAs and more meaningful conversions.
Why the Shift Matters
Marketers no longer need to choose between scale and personalisation. AI Max bridges this gap. But navigating this shift requires experience, as the interface and optimisation logic have evolved significantly.
The Human Layer in AI-Led Campaigns
While AI Max handles delivery, human insight still matters. We provide ongoing oversight, ensuring creative relevance, tracking anomalies and pivoting when needed. We use AI as a tool – not a crutch.
The Takeaway
AI Max is more than an upgrade – it’s a shift in digital advertising philosophy. It brings marketers closer to delivering meaningful brand experiences at scale. And with experts like Born28 leading the way, brands can make this transition with confidence.