With AI Max, Google takes another step toward fully automated search advertising. During this year’s Friends of Search event, significant attention was paid to AI Max in Google’s session. Less reliance on keywords and greater trust in AI: that is the core of the proposition. But how does this promise compare to reality?

A practical guide with learnings, best practices, and checklists per channel, ensuring your brand is prepared, flexible, and impactfully visible throughout the tournament.

Search is no longer just Google, but a behavior-driven, cross-platform playing field. Generative AI tools such as ChatGPT and Google’s AI Overviews are replacing the static results pages that dominated over the past two decades.

In a field that keeps accelerating, media planning can sometimes feel surprisingly stable. We analyse, build, estimate and lock in choices.

Discover how brands can transform live moments into powerful movements with authentic storytelling and real-time engagement. Read expert insights and practical tips from Tale Meester Live to boost your marketing strategy and connect with your audience.