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Google confirmed on April 15, 2026 that Dynamic Search Ads (DSA), which have been a core paid search format since 2011, are being retired and replaced by AI Max. DSA worked by crawling your website and automatically generating ads for queries Google determined matched your page content. AI Max replaces the rule-based URL targeting of DSA with AI intent modeling that evaluates landing pages for implicit topic signals and matches them to queries based on predicted user intent.

Search Engine Land and Emarketed both covered the announcement as part of a broader pattern: Google is retiring rule-based automation formats in favor of AI-driven optimization across paid search. For those relying on paid search management services, this shift matters. Performance Max already replaced most manual campaign types, and AI Max for search ads follows the same logic.

The agentic engine optimization framing that Emarketed introduced alongside this coverage reflects Google's direction: search is becoming a guided conversation where user intent unfolds across multiple exchanges rather than a single keyword. Content built around decision paths (first question, clarification questions, comparison stage, action stage) maps directly onto how both AI Max and AI Mode evaluate content relevance. This is exactly the territory my AI marketing automation engagements cover.