Google has updated its Google Ads help pages with a clarification that search terms may not always accurately represent a user's exact query, but may represent Google’s interpretation of user intent. This change applies to experiences like AI Mode, AI Overviews, Google Lens, and autocomplete. This could raise concerns for some advertisers who rely heavily on search term analysis. The update was discovered by Anthony Higman and appears within Google's help documentation about ad group prioritization. The change is likely to reflect the practical challenges of reporting on newer AI-powered Search experiences, particularly with recent announcements of more ads coming to AI experiences. There are still questions about how much interpretation can be made and how much data can be used to identify customer pain points and identify negative keywords.