Google introduces AI Max for search campaigns in Africa

This approach helps businesses appear in search results where traditional keyword targeting may fall short.

Google has announced the global beta rollout of AI Max for Search Campaigns, a new feature designed to improve ad performance by using artificial intelligence to expand search relevance. The tool is available to businesses worldwide, including those in Africa, aiming to reach customers more effectively through Search.

AI Max uses Google's latest AI models, including the Gemini platform, to match ads with relevant user queries, even when those queries don't contain specific keywords. This approach helps businesses appear in search results where traditional keyword targeting may fall short.

The feature applies AI to identify patterns in user behavior and search intent, optimizing when and how ads are shown. This is especially relevant in regions with diverse linguistic and cultural contexts, such as Africa, where reaching the right audience remains a challenge due to the variety of expressions and needs.

The launch aligns with the broader digital shift underway across African economies. As more people use Search to compare products, services, and providers — from solar panels in Nairobi to tailors in Yaba — businesses require tools that can adapt to local behavior and preferences. AI Max is positioned to support this by improving visibility in relevant search moments.

“People are asking more specific questions on Search, and they expect better answers,” said Brian Burdick, Senior Director of Search at Google. “AI Max applies advanced AI to interpret those questions and connect businesses to potential customers at the right time.”

According to Google, the tool is also intended to reduce complexity for business owners who manage multiple responsibilities. “Many African entrepreneurs handle operations, customer service, and finance simultaneously,” Burdick said. “AI Max is built to improve ad performance without requiring additional time or effort.”

This release is part of Google’s ongoing efforts to support small and medium-sized enterprises across Africa. Initiatives such as the Hustle Academy and digital skills programs have already helped millions of entrepreneurs gain capabilities needed for operating in an increasingly digital economy.