Google has updated its Performance Max help documentation. The text customization section now states that Google AI generates headlines and descriptions using a campaign's landing page content, its domain, and its current ads. Google has also said that from September 2026, campaigns using text customization, formerly called automatically created assets, will be upgraded to AI Max automatically. This was reported by Search Engine Roundtable.
This is a documentation clarification rather than a brand-new feature. Text customization already existed. What changed is that the help doc now spells out where the AI-written copy comes from, and Google has confirmed a timeline for moving these campaigns to AI Max.
What text customization actually is
Text customization is a campaign-level setting inside AI Max for Search. It combines two approaches to build ad assets. One is extractive, meaning it pulls existing phrases from your pages and ads. The other is generative, meaning Google AI writes new headlines and descriptions. The goal is to produce assets that line up more closely with what a person actually typed into Google.
If you have run Search campaigns before, you may know this feature under an older name. It used to be called automatically created assets. The mechanics are similar: Google fills gaps in your ad copy so more query-relevant variations can show.
Where the AI pulls copy from
The updated help doc names three sources for the generated text:
- Landing page content. The AI reads the page your ad points to and drafts copy based on what is there.
- Your domain. Signals from across your site inform the wording, not just the single landing page.
- Your current ads. Existing headlines and descriptions give the AI a reference for tone and messaging.
The practical takeaway is that the quality of the generated copy depends on the quality of these inputs. Thin or off-message landing pages give the AI less to work with. Clear, accurate page copy gives it better raw material.
The September 2026 AI Max upgrade
According to Google's own statement as reported by Search Engine Roundtable, campaigns using text customization will be automatically upgraded to AI Max starting in September 2026. If you are running campaigns with automatically created assets today, that is the timeline to plan around.
An automatic upgrade means you do not have to opt in for it to happen. It also means the change will apply whether or not you have reviewed how your AI-generated copy reads. That is the part worth acting on early.
How to keep AI-generated copy on brand
Because the AI writes from your pages, domain, and ads, the way to steer it is to improve those inputs and set boundaries where the platform allows.
- Audit the landing pages your ads point to. Make sure the headline, value proposition, and key phrases on the page match how you want to be described.
- Review your existing ad copy. Strong current headlines and descriptions give the AI a cleaner reference.
- Where the campaign offers text guidelines or brand controls, use them to constrain tone and phrasing.
- Check the assets Google generates. Pause or replace any that read off-brand or misstate an offer.
None of this is new advice, but the September 2026 timeline gives it a deadline. Getting inputs in order before the upgrade means the AI has better material to work from on day one.
What this means for Thai marketers
If your business runs Search campaigns with automatically created assets, the same September 2026 upgrade applies to you. Before that date, it is worth setting clear brand and text guidelines so AI-generated Thai and English copy stays consistent with how you describe your products and services. That is especially relevant if your landing pages mix languages or if your brand voice matters for trust in your category. Clean, on-message pages give the AI a better foundation, and reviewing generated assets regularly keeps the copy in line.
For teams that want a second set of eyes on campaign structure and copy before the change lands, working through a Google Ads review is a sensible first step. Aligning your landing page and on-page content with your ad messaging also helps the AI draw from stronger source material.
FAQ
Is text customization a new feature?
No. It already existed, previously under the name automatically created assets. The recent change is a help-doc clarification of where the AI sources its copy, plus a stated September 2026 upgrade to AI Max.
What does the AI use to write headlines and descriptions?
Per the updated documentation, it uses your landing page content, your domain, and your current ads.
Do I need to opt in to the AI Max upgrade?
Google has said the upgrade for text customization campaigns will happen automatically starting September 2026, as reported by Search Engine Roundtable.
The bottom line
This update is a clarification and a timeline, not a launch. The doc now confirms the AI writes from your landing page, domain, and current ads, and Google says text customization campaigns move to AI Max from September 2026. The sensible response is to tidy up the inputs the AI reads and review what it produces. If you want help preparing your account and pages ahead of the upgrade, our Google Ads team can walk through it with you.
