AI chatbots have moved from novelty to default interface in record time. For a growing share of questions, especially exploratory, comparative, and intent-shaping ones, people now start with ChatGPT, Google Gemini, or Microsoft Copilot instead of Search, marketplaces, or a retailer’s site.

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.

Discover how Ramadan shapes media behavior and consumer spending in the Netherlands. Learn actionable strategies for brands to create authentic, culturally sensitive campaigns during Ramadan and Eid al-Fitr. Explore real-world examples and tips for inclusive marketing that builds lasting trust.