Digital briefing, September 28: Meta Enterprise Platform, Dynamic Search Ads move to AI Max
Meta brings its business AI tools under one roof; Google Ads begins shifting DSA campaigns to AI Max. (Compiled retroactively on September 30.)
- AI
Meta sets up Meta Enterprise Platform for businesses #
Meta has launched a new business unit called Meta Enterprise Platform to help businesses grow using AI. The platform includes tools like the Muse agent, Meta Business Agent, Muse API, and Muse Code. Former MongoDB CEO Chirantan "CJ" Desai now heads the unit, reporting directly to Mark Zuckerberg.
What it means for your business: Meta is focused on making customer communication on WhatsApp, Instagram, and Facebook manageable through AI agents. If your business talks to customers on these channels, automated response and sales assistants will become more accessible in the near future. - Advertising
Google Ads: automatic migration from Dynamic Search Ads to AI Max has begun #
According to Google's timeline, as of September 2026, Search campaigns that use automatically created assets and broad match at the campaign level will be automatically upgraded to AI Max, and new Dynamic Search Ads can no longer be created. Automatic migration of the remaining DSA campaigns will start in February 2027.
What it means for your business: If you use Google Ads, it's safer to decide for yourself which settings your campaigns migrate with, rather than waiting for the automatic switch. Google itself recommends moving to AI Max now and checking the settings instead of waiting for the automatic migration.