Google is rolling out two new features for AI Max that aim to resolve a common tension: bridging the gap between manual control and execution.
The first new feature is called AI Brief, which allows advertisers to guide the AI using natural language input.
The other feature announced was text disclaimers, which addresses a long-standing limitation for regulated industries.
If you’re already using AI Max or wondering if you should adopt it, keep reading to understand how it can impact your campaigns.
AI Brief offers advertisers a direct way to guide AI
Google Gemini powers the new AI Brief feature. Advertisers can guide AI Max using their own words by providing more context about the brand, message inputs and audiences.
Google has grouped this into three types of guidelines:
- Messaging Guidelines: Tell AI Brief what exactly ads should or shouldn’t say. Use words like “always” or “never” to make it clear.
- Correspondence Guidelines: Create search query limits for the types of searches you want to appear for or avoid.
- Guidelines for the public: Let AI Brief know the type of consumer you’re looking for to deliver more personalized messages.
AI Brief for AI Max will be rolled out in English for Search campaigns in the coming months. Then, it will be gradually deployed in Shopping and Performance Max campaigns.
Text Disclaimers with Final URL Extension (FUE)
For anyone working in a regulated industry who needs more control over advertising content, this update is for you.
Until now, text personalization could be used as long as FUE was not enabled.
Advertisers who require specific legal or compliance language have often avoided final URL expansion. Omitting required information may create legal, trademark and approval risks.
Now Google has launched disclaimers to ensure the required text always appears in your ads, while still being able to use FUE. This means advertisers can maintain their required ad compliance and can still take advantage of AI if another landing page is better aligned with a user’s search.
According to the announcement, disclaimers will be rolled out in the coming weeks in all languages.
What this means for advertisers
These are the types of updates that should satisfy every marketer, in my opinion.
Google gives advertisers a clearer way to communicate intent with their AI Brief, instead of having to rely on signals like past performance or feeds. We can now define from the start how the system should approach messaging, correspondence and audiences.
This matters in stories where nuance plays a role. Brand voice, product positioning, and audience differences are not always captured clearly by existing entries.
Text-based disclaimers represent a huge opportunity, not only for highly regulated industries, but also for any advertiser who needs tight text control for one reason or another.
Google deserves credit here by starting to build in controls that make automation usable for advertisers with stricter requirements.
It will still be necessary to validate the operation of these features in practice. Advertisers should monitor how well AI Brief translates advice into real results and confirm that disclaimers are applied consistently across all variations.
But it’s a significant step toward broader adoption of AI Max in historically more cautious industries.
Looking to the future
With the arrival of Google Marketing Live, this seems to be an additional basis for other AI Max ads.
If these features work well, it wouldn’t be surprising to see Google expand on them with more industry-specific control or deeper guidance tied to business data.
Will you test these new features when they launch, now that some risks have been addressed?
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Featured image: Google/Edited by author
