This document provides an overview of artificial intelligence and machine learning applications in pay-per-click advertising. It defines AI and machine learning, and gives examples of how they are used in automated bid management, attribution models, ad rotation settings, and new AdWords experiences. The document also discusses future AI uses in Google Optimize and attribution, and reviews several AdWords automated bidding options like Target CPA, Target ROAS, and Enhanced CPC. It notes that machine learning uses contextual signals to optimize bids. In closing, it mentions coming AI applications to BingAds and new attribution modeling features in AdWords.