Google at some point added a section to this Google Ads document explaining that because of all the new Google AI search features, like Lens, AI Mode, AI Overviews, or auto-complete searches - the search terms report now may show keywords that "represents the best approximation of the user's intent."
Google explained, "In some cases, a user’s search may involve more complex search journeys, for example, searches on Lens, AI Mode, AI Overviews, or auto-complete searches."
So that means, "these searches are not considered technically identical to a keyword, keywords may not automatically be prioritized." So, "Instead, AI-based ad group prioritization ensures that the most relevant ad groups or asset groups are selected to match the user's overall intent," Google added.
This means the search terms report may not show the actual keywords but something that tries to match the user's intent.
This was spotted by Anthony Higman who posted on LinkedIn and wrote, "Another super interesting note is that in these cases, keywords may not actually be used at all, but instead Google will use AI based ad group prioritization in these cases to attempt to get the closest match."
Here is the document:
The previous archived version on the Wayback Machine was from a while ago and it does not have this section.
Forum discussion at LinkedIn.
