Google announced two Google Ads updates at the DMEXCO conference in Cologne this week. Google Ads Vice President Dan Taylor said advertisers running AI Max for Search will soon get one unified report covering the full Search Ads journey, meant to make the strategic value of AI Max easier to evaluate.
Google also widened access to AI Brief, the Gemini-powered tool that lets advertisers shape message tone, creative guardrails, and audience targeting through plain-language prompts. According to Search Engine Roundtable, the closed beta started in US English in May and now adds German, Spanish, French, Italian, Dutch, Portuguese, and Japanese, so marketers can direct campaigns before launch in their own language.
Google said it would share more details on timing and broader availability later this year.
Advertising teams running non English accounts gain the most from this change: it decides whether local staff can use AI Brief at all ahead of the wider release.
Per a Search Engine Roundtable report by Barry Schwartz, published September 23, 2026.
