Google adds 'created with AI' labels to ads automatically

Google is rolling out a new transparency measure that auto-labels ads created or edited with its own generative AI tools. The 'created or edited with AI' disclosure will appear in the 'how this ad was made' section of Google’s My Ad Center, accessible by clicking the three dots or info button on any ad across Google Search, Google Discover, and YouTube. Advertisers using external AI tools must manually apply the label. In certain regions, the AI label may also appear directly on the ad itself, either automatically or when the advertiser voluntarily discloses AI use.

This move follows similar efforts by Meta, which added an 'AI info' label to ads in its 'About this ad' panel. Google also previously mandated AI disclosure for political ads in 2024. The company has expanded access to SynthID and C2PA content credentials, technologies designed to help identify deepfakes. The new label aims to give users clearer context about how ads are produced, especially as generative AI becomes more prevalent in marketing.