Google AI Max adds new ad formats, OpenAI rolls out self‑serve

Google announced on Thursday that its AI Max bidding product will automatically upgrade Dynamic Search Ads, automatically created assets and broad‑match settings to AI Max starting September 2026, while also debuting two AI‑Mode ad formats—Conversational Discovery and Highlighted Answers; a day later OpenAI launched a beta self‑serve Ads Manager for ChatGPT that adds CPC bidding and conversion tracking, expanding the nascent ad channel beyond its pilot‑only model【1†L1-L9】【2†L1-L8】.

New Google AI ad formats and automation

Google’s AI Max product, which gained “hundreds of thousands” of advertisers in its first year, will now automatically migrate eligible DSA, ACA and broad‑match campaigns to AI Max in September 2026, a move that aims to funnel more spend into its AI‑driven bidding engine【1†L15-L18】. The rollout also introduces “AI Brief,” a conversational prompt field that replaces the manual toggling and data uploads typically required to launch a campaign, giving advertisers a natural‑language way to set up ads【1†L10-L12】.

The two AI‑Mode formats—Conversational Discovery ads and Highlighted Answers—embed sponsored content directly inside generative responses and recommendation lists, respectively, with Gemini‑generated creative that reacts to nuanced user prompts rather than single‑keyword queries【3†L1-L8】. Google says the ads will retain clear sponsorship labels but will appear earlier in the research flow, potentially increasing visibility before users narrow their intent【3†L9-L12】.

OpenAI expands ChatGPT advertising

OpenAI’s beta Ads Manager lets U.S. advertisers register, upload ads, set budgets and monitor performance directly within ChatGPT, moving the platform toward a conventional media‑buying experience【2†L1-L5】. The launch adds cost‑per‑click (CPC) bidding alongside the existing cost‑per‑thousand‑impressions (CPM) model, giving marketers “more flexibility to align spend with engagement” and a familiar testing framework for performance‑driven campaigns【2†L9-L13】. Conversion measurement is also expanded through Conversions API and pixel tracking, while aggregated reporting preserves user privacy【2†L15-L18】.

| Advertiser count comparison | |---|---| | Google AI Max | Hundreds of thousands | | OpenAI ChatGPT ads | ~600 (as of last month) |

What to watch

• The September 2026 date when DSA, ACA and broad‑match campaigns auto‑upgrade to AI Max.
• Adoption rates and performance data for Conversational Discovery and Highlighted Answer formats as they roll out to advertisers.
• OpenAI’s timeline for expanding the self‑serve Ads Manager beyond the current beta and U.S.‑only access.

Google’s push to embed ads deeper into AI‑generated search experiences and OpenAI’s move toward a self‑serve, CPC‑based model signal a rapid convergence of search advertising and generative AI, raising questions about how measurement and creative strategies will evolve in these less‑structured conversational environments.