Google introduced AI Max for Search campaigns on Tuesday, the day after its NewFront event on Monday. According to Google, the new suite of targeting and creative tools aims to take Search campaigns to the next level for discovery and decision-making with granular controls and reporting transparency. The product will be rolled out globally in beta later this month.

Google says its test data shows that advertisers that activate AI Max in Search campaigns usually get 14% more conversions or conversion value at similar CPA/ROAS. For campaigns that are mostly using exact and phrase keywords, the typical increase rises to 27%. These findings are from Google’s internal data and are based on campaigns with more than 70% of conversions or conversion value from exact or phrase match keywords for non-retail advertisers.

At its NewFront event on Monday, Google again placed the focus on AI and the opportunities it offers to retail media, streaming and social media. New capabilities introduced include generative AI enhancements to its Display & Video 360 (DV360) platform, such as a commerce and retail media solution that integrates generative and predictive AI throughout campaigns. It also allows advertisers to use retail media network data and audience segments across DV360 inventory and YouTube for programmatic buys.

In addition, the platform – which features inventory across TV, sports, gaming, audio and digital display – now offers live programming ad inventory in major shows and sports events with partners such as NBCUniversal and Netflix. Plus, Google is working to increase its programmatic inventory through other partnerships with streamers such as Disney and Tubi, and gaming platforms like Roblox. DV360 now also integrates directly Tubi and Spotify for video and audio ads.

Google is also building on existing AI tools like Commitment Optimizer and Audience Persona. Upcoming capabilities include smart connected TV inventory selection and custom pre-negotiated deals. For easy campaign setup, advertisers simply need to tell DV360 specifications that include campaign goals, the target audience, brand safety and genres. The DV360 platform also makes it easy to access to get help and campaign improvements and receive immediate answers as well as instant reports on data such as the number of sales generated by ads.