Google launches AI Max to replace Dynamic Search Ads in Germany

Google is phasing out its Dynamic Search Ads (DSA) and introducing AI Max, an artificial‑intelligence driven system that automatically crafts ad copy and selects landing pages based on individual search queries. The change is presented as a way to boost conversion rates and give Google Ads a higher priority in marketing mixes.

At the same time, a new whitepaper from Merkur tz MEDIA shows how AI‑powered answer engines such as ChatGPT, Gemini and Google AI Overviews are reshaping digital visibility for brands. In Germany, about half of people aged 16 and older already use AI chat tools instead of traditional search engines, with two‑thirds of 16‑29‑year‑olds doing so. AI systems now draw on a variety of public sources—business directories, review platforms, news articles and more—so brand presence on a company website alone is no longer enough to appear in AI‑generated answers.