If you’re running Performance Max campaigns and haven’t added video assets, pay attention: Google has announced that beginning May 26, it will automatically generate and run AI-created videos in any Performance Max campaign that doesn’t have video assets uploaded.
And once they start running, you won’t be able to turn them off — unless you upload your own video assets.
What Are These Auto-Generated Videos?
Google’s auto-generated videos are exactly what they sound like: algorithmically assembled clips built from your existing product images and ad copy. Think of them as a slideshow presentation — static images stitched together with transitions and text overlays.
They’re functional, but they’re not compelling. They don’t reflect your brand voice, they don’t tell your story, and they rarely stop a scroll. If you’ve ever sat through a low-budget PowerPoint presentation and wished you were somewhere else, you have a reasonable idea of what these ads look like in the wild.
The Burden to Your Business
The real risk isn’t just aesthetic. Performance Max is designed to shift spend toward whatever placements and formats it determines will drive results. If auto-generated videos are the only video asset in your campaign, Google will use them — and your budget will follow.
See for Yourself
Here’s a real example: an auto-generated ad Google produced for our client, Power Plumbing. The ad pulls a generic tagline — “We Will Get The Job Done Right” — and assembles it into the kind of low-effort slideshow that does little to differentiate a business or build trust with a potential customer.
Not New, But Different
To be clear, this isn’t new technology. Google has been auto-generating these assets for a long time. What’s changing is that they’re becoming unavoidable. Savvy marketers have always been able to work around them — steering campaigns toward preferred assets, opting out of underperforming placements, and capturing the benefits of PMax without ceding full creative control. That flexibility is going away. After the 26th, if there’s no video in your campaign, Google fills the gap. Full stop.
Options Before May 26
Advertisers have a few paths forward:
- Upload your own video assets. This is the most straightforward fix. If you have existing brand video, product demos, or even repurposed social content, upload it to your Performance Max campaigns before May 26. Providing your own assets gives Google something better to work with — and keeps your brand in control of how it shows up.
- Use Google’s AI video tools to create assets. If you don’t have video on hand, Google Ads offers tools like Asset Studio to help generate video from your existing product images and copy. The output isn’t the same as a professionally produced spot, but it gives you control over the creative inputs — meaning the result will be more on-brand than a fully automated default.
- Switch to Standard Shopping. If video isn’t a fit for your business right now and you’d rather not deal with it, switching to Standard Shopping campaigns is a clean alternative. You’ll continue running shopping ads without giving Google the latitude to redirect spend into video placements you didn’t sign off on.
The Bottom Line
May 26 is a deadline, but it’s also an opportunity. Advertisers who get ahead of this change by uploading quality video assets will be in a stronger position than those who let Google fill the gap for them. The algorithm is powerful — but it performs best when you give it strong creative input.
If you’re unsure where your Performance Max campaigns stand, now is the time to audit your asset groups and make a plan.
Need help building a video strategy before the deadline? Contact Logical Position to talk through your options.
