Google to label AI-generated ads with new transparency feature

Google is introducing a new transparency feature that will allow users to see whether an advertisement was created or edited using artificial intelligence (AI), as the company steps up efforts to improve trust in AI-generated content.

The feature will be rolled out through My Ad Center, where users can access additional information by clicking the three-dot menu or information icon on ads displayed across Google Search, YouTube and Google Discover.

As part of the update, a new section titled "How this ad was made" will indicate whether an advertisement was fully generated using AI or later modified with AI tools.

Google said disclosures will be added automatically when advertisers use the company's own generative AI tools. However, advertisers using third-party AI platforms or software will be responsible for declaring AI involvement, and Google will not independently verify those claims.

The move comes as advances in generative AI enable businesses to create highly realistic advertising images and videos at lower costs and in less time, making it increasingly difficult for users to distinguish AI-generated content from authentic visuals.

In addition to the new disclosure feature, My Ad Center already allows users to block or report ads, learn why a specific advertisement is being shown, and view information about advertisers.

Google also confirmed that in countries where local regulations require AI-generated or AI-edited content to be disclosed, advertisements will carry a dedicated AI label to comply with legal requirements.

The feature will be rolled out gradually to users worldwide.