Microsoft Advertising Rolls Out AI Max Globally After Several Months of Testing

Microsoft Advertising has rolled out its AI Max feature globally after several months of testing. This move follows an April announcement and open pilot that started in May. The AI Max feature suite is now available across all Microsoft Advertising accounts, building on the three automation features introduced earlier this spring.

The three AI Max features are search term matching, text customization, and final URL expansion. Search term matching uses signals from keywords, ads, landing pages, and user intent to reach queries beyond an advertiser's keyword list. This can help advertisers appear for more complex conversational searches, including those within Bing and Copilot.

Text customization generates additional ad messaging using existing assets and website content. Final URL expansion selects a different landing page when Microsoft determines it better matches the user's intent. Advertisers are encouraged to test these features together, although each can be tested individually through optimization experiments.

Microsoft is also retaining ad group-level settings, giving advertisers more control over where AI Max features are applied. Brand inclusions and exclusions are available with the rollout, along with term exclusions for text asset generation. Advertisers can use URL rules to limit where final URL expansion sends traffic.