Fueled by data.

Driven by creativity.

With Google Marketing Live just around the corner, Google has started to announce their latest product rollouts, beginning with AI Max for Search campaigns.

What is AI Max?

Rolling out as a global beta later this May, AI Max is touted as a one-click solution featuring the most advanced targeting and creative tools available for Search campaigns. While details are still emerging, the feature suite of AI Max includes several familiar tools for search practitioners:

• Search Term Matching: AI Max expands on existing keywords using broad match and keywordless technology to discover relevant and high-performing search terms. Google will use the provided signals (e.g., keywords, creative, URLs, etc.) to serve ad messaging to a broader audience, similar to the controls on Search and Performance Max campaigns.

• Automatically Created Assets Redefined: “Text customization” is an enhanced version of automatically created assets that advertisers can use to generate new headlines and descriptions tailored to a searcher’s query.

• Enhanced Controls: Locations of interest allow advertisers to target searchers based on geographic intent, and brand controls enable the inclusion or exclusion of specific brands from targeting considerations. Enhanced reporting is also expected, providing more transparency on search terms and creative performance.

Going Beyond the Keyword: Potential Impact to Search

AI Max is designed to elevate Search campaigns by going beyond traditional keyword strategies, identifying new and potentially untapped audiences. This approach builds on a theme that has been developing for some time as AI solutions continue to grow and evolve.

When considering the potential impact on Search, it's still early days, and it remains unclear how this solution will interact with previous ones, especially for brands already invested in similar products like Performance Max and Broad match.

What is clear, however, is that the need for more relevant, personalized ad experiences is becoming increasingly essential. As the competitive landscape becomes more saturated and advertisers continue to rely on automated tools, it’s crucial for search practitioners to adapt their targeting and creative strategies to stay top of mind.

What’s Next

While the impact of AI Max is still unfolding, the continued push for AI-powered solutions indicates that advertisers will need to act strategically to test and integrate these solutions into their media plans. While AI Max’s potential to scale quickly and help brands stay competitive is promising, many questions still surround its efficacy. Like Performance Max and Broad match before it, advertisers will need to test, learn, and challenge AI Max’s capabilities to understand its true potential.

Earlier this year, OMG Canada proudly launched the pilot of our Badges of Belonging program - a celebration of creativity, inclusion, and connection - designed to unite us as #OneOMG. This initiative showcases the power of art, culture, and community by spotlighting local artists whose work reflects the diverse identities that shape who we are and the strength we find in our differences. 

In honor of Celebrate Diversity Month, we are thrilled to feature Teddy Kang and his stunning artwork, The Colours We Call Home. Teddy is a Shanghai- and Toronto-based illustrator and creative art director known for his unique storytelling and vibrant artistic style. His work has received international recognition.  

Teddy’s piece for Celebrate Diversity Month, The Colours We Call Home, beautifully captures the essence of belonging and shared experiences. 

Set under the afternoon sun, the scene unfolds—people from different backgrounds cross paths, share quiet moments, and enjoy the simple joys of the day. The illustration captures a peaceful yet lively atmosphere, where warmth and comfort naturally blend, fostering a sense of connection. 

In this world full of colour and movement, cultures and experiences come together effortlessly. Children run past, their joyful energy serving as a reminder that the future is shaped by the moments we create today. Nearby, a woman carries a shopping bag with intricate patterns, while in the distance, people sip coffee and chat, enjoying the warmth of the day. A totem pole stands tall under the sunlight, its vibrant colors reflecting the diverse influences that shape our daily lives. The illustration’s rich palette symbolizes Canada’s diversity—where everyone can embrace their identity and celebrate life in their own way. The scene is both calm and full of life—a reflection of how different communities come together as one. Thoughtfully composed, the piece incorporates subtle elements of Vancouver, Montreal, and Toronto, ensuring each region is part of the story. 

At OMG Canada, The Colours We Call Home is more than just an illustration—it represents who we are. It’s a celebration of our shared stories, cultures, and the connections that unite us. 

This initiative reminds us that no matter where we come from, we are all part of the same community—one that grows stronger through the stories we share and the moments we create together. As we continue to highlight incredible artists and the narratives they bring to life, we reaffirm our commitment to diversity, inclusion, and the creative spirit that connects us all.