Google Ads tests exact and phrase match ads in AI Mode

Google has confirmed it is running a small experiment serving text ads from regular Search campaigns in AI Mode, limited to exact and phrase match keywords where there is “explicit and direct user intent.” Ads Liaison Ginny Marvin told Search Engine Roundtable the test “recently kicked off.” Google did not say how long it will run, how many advertisers are included, or how to tell whether an account is part of it.