AI Max is becoming the default in Google Ads. Decide before it flips

AI Max is switching from an opt in feature to the default state for eligible search campaigns. In practice that means broader matching, more automated asset generation, and less direct control over which queries you appear on.

For many accounts this is fine. For accounts with strict brand safety rules, regulated products, or a deliberately narrow keyword set, the issue is not performance, it is the loss of control. You can still opt back out, but only if you notice the change before it has been running for a month.

What the upgrade actually changes, and how to revert it, is covered in this write up of the AI Max auto upgrade, with a version for Polish accounts.

Block twenty minutes this week: check which campaigns are already flagged for the upgrade, and for each one decide keep or revert rather than letting the default decide for you.