Text guidelines announced for AI Max and Performance Max to constrain AI-generated text

Text guidelines let advertisers set campaign-level term exclusions (up to 25) and natural-language messaging restrictions (up to 40) that Google AI must follow when generating text assets via text customization in AI Max for Search and Performance Max. Announced for fall 2025, it began appearing in accounts in October and expanded to all advertisers globally in February 2026.

Google-optimized assets that do not comply with newly added guidelines stop serving. Google's Highlights of 2025 page noted text customization rolling out to all languages and verticals before year end.