In September 2026, marketers will no longer be able to directly select keywords in Google AI Mode search ads.

DSA (Dynamic Search Ads) will be force-migrated to AI Max, and without AI Max or Performance Max, you may not appear in the new AI search ad environment at all. This was announced at Google Marketing Live 2026.

TL;DR
AI Mode: 1B users → Keywords handed to AI → DSA retires September → Ask Advisor launches → Marketer role shifts

What exactly happens in September?

Google AI Mode has already crossed 1 billion monthly active users. AI Overviews: 2.5 billion. The average AI Mode session is 3x longer than traditional search. People are asking long, nuanced questions — not punching in short keywords.

Google made a call: shift ad targeting from keyword matching to AI-driven contextual judgment. A Google executive declared at GML 2026 that directly selecting keywords in AI Mode search ads is no longer possible.

Timeline: DSA campaigns are expected to auto-migrate to AI Max starting September 2026. Without AI Max or Performance Max, you risk losing visibility in the new AI search environment. CMSWire summed it up well: Gemini is no longer a feature — it's the operational layer of Google's entire marketing ecosystem.

Running DSA campaigns right now?

Back up your current performance data before the September auto-migration. Existing targeting settings may not carry over intact after the transition.

If AI takes the wheel, what's left for marketers?

Feeling uneasy is fair. Losing control means not knowing where performance lands.

Google's official line: "The only way to win in the age of AI, is with AI." The pitch is that AI handles keyword-level matching while marketers move up to strategy, brand guidelines, and conversion goal definition. That said, real concerns exist: transparency gaps, performance volatility, and training costs — especially for SMBs.

Old marketer role New marketer role
Core task Keyword selection · bid management Define conversion goals · AI briefing
Creative Coordinate with designers · copywriters Natural language prompts in Asset Studio
Performance analysis Pull manual reports · interpret data Ask Advisor conversationally
Budget management Manual allocation per campaign Supervise AI Max auto-optimization

5 key changes from GML 2026

Here are the five GML 2026 announcements that matter most for practitioners.

① Ask Advisor — A Gemini-powered AI agent that connects the entire Google ad ecosystem. One chat interface ties together Google Ads, Analytics, Merchant Center, and GMP. Ask "Which campaign drove the most conversions this week?" or "Why did mobile clicks drop?" in plain English. Campaign building, performance analysis, and creative suggestions — all in one place. Currently rolling out in beta.

② Asset Studio — One natural language prompt generates images, video, and copy variations simultaneously. Upload brand guidelines and AI builds creative on top of them. Gemini Omni powers video workflows, and the new 1-Click Creative Testing auto-optimizes A/B assets.

③ Conversational Discovery Ads — New formats that embed naturally inside AI Mode search conversations. Includes Highlighted Answers and Business Agent for Leads. AI reads the full conversation context in real time to decide placement — no fixed keywords.

④ Universal Commerce Protocol expansion — Amazon, Meta, Microsoft, Salesforce, and Stripe joined as new partners. Universal Cart lets shoppers check out across multiple retailers in a single basket. Google is building infrastructure to own the full path from search to purchase.

⑤ Meridian + Qualified Future Conversions — Google's open-source MMM Meridian now integrates directly into Analytics 360. QFCs are a new Gemini-powered predictive metric connecting today's ad activity to future revenue signals.

2.5B
AI Overviews monthly active users
1B
AI Mode monthly users
3x
AI Mode vs traditional search session length

What to do before September

Google handles the migration — but riding the right side of it is on you.

  1. Audit DSA campaigns + back up performance data
    Pull a list of all active DSA campaigns and save current snapshots. You need a baseline for the AI Max learning period after migration.
  2. Start testing AI Max or Performance Max now
    Begin with a small budget. The more conversion data AI Max accumulates before September, the faster it optimizes. Early movers win here.
  3. Define your conversion events precisely
    AI Max's core input is the conversion you want. Map revenue, leads, or installs to proper Google Analytics events. Vague goals produce vague results.
  4. Get on the Ask Advisor beta
    Look for the Ask Advisor-Beta icon in the top-right corner of your Google Ads account. If it's not there, monitor your account settings for the beta rollout.
  5. Experiment with Asset Studio
    Try generating ad creative from a natural language brief. Upload brand guidelines first. Use 1-Click Creative Testing to run A/B variants automatically and measure quickly.

Want to go deeper?

Google Marketing Live 2026 official collection All 13 sessions covering AI ads, commerce, and measurement updates blog.google

Ask Advisor in Google Ads (beta) Official support doc with example queries and setup steps support.google.com

GML 2026: Keyword selection declared impossible In-depth Korean analysis of DSA retirement timeline and advertiser risk smath.world

Google Marketing Live 2026: Gemini Takes the Wheel CMSWire on Gemini becoming the operational layer, not just a feature cmswire.com

r/DigitalMarketing: GML 2026 just killed manual media... Real reactions from practitioners — what the community is actually doing reddit.com

Google Marketing Live 2026: Everything you need to know Search Engine Land's recap of all 8 major announcements searchengineland.com