Google's Big September 2026 Update: What the Shift from DSA to AI Max Means for Your Business
Google is retiring Dynamic Search Ads (DSA) and rolling eligible campaigns into AI Max for Search, its next-generation AI-powered campaign engine. Automatic upgrades for Automatically Created Assets (ACA) and campaign-level broad match begin in September 2026; Google has since extended the full DSA sunset timeline to February 2027 after advertiser feedback, but the direction is the same AI Max is the future of Search campaigns. Alongside this, Google unveiled new Gemini-powered ad formats, predictive analytics tools, and AI creative tools at Google Marketing Live 2026 reshaping how ads appear inside AI Mode, Search, and Analytics. Businesses that prepare their website content, landing pages, and campaign structure now will have a real advantage over those who wait for the forced migration.
