Google today (Nov. 7) is rolling out generative AI features in its Performance Max ad product as a beta to all U.S. customers, per details the company shared with Marketing Dive. Executives at the tech giant detailed how early tests have gone and what marketers can expect from the asset generation features, which were first announced at Google’s Marketing Live event in May.

“We’ve heard from our customers that creating, testing and scaling assets can be one of the hardest parts of building and optimizing a cross-channel campaign,” Amanda Silvernale, global product lead at Google, said during a virtual roundtable event about features that are intended to help advertisers streamline a process that has been “such a big pain point for them in the past.”

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