Google Ads has quietly begun rolling out AI Max as a beta test to a limited set of advertiser accounts in the UK, giving early access to its next-generation AI-driven campaign framework.
This beta phase is designed to let select advertisers explore AI Max’s advanced automation features – such as enhanced targeting, predictive bidding, and integrated brand controls – before a wider release. Google aims to gather feedback on performance, usability, and brand safety as it fine-tunes the system.
However, with this rollout, AI Max is now the mandatory home for brand inclusions and exclusions in all new Search campaigns.
What does this mean for Brand Lists?
Brand targeting settings, previously managed independently, are now fully integrated into the AI Max framework. When creating a new campaign, advertisers will find these controls exclusively inside the AI Max settings panel: