Google has begun adding clear disclosures to ads generated or modified using artificial intelligence across its platforms, including Search, YouTube, and Discover. This new feature, visible in My Ad Center under a section called “How this ad was made,” identifies when AI has played a role in the creation or editing of an advertisement.
Ads produced with Google’s internal generative AI tools receive automatic labeling from the company. Advertisers who employ third-party AI tools must voluntarily indicate their use by applying the label themselves. In some regions, these disclosures may appear directly on the ad rather than being hidden in the info panel.
This transparency initiative marks a significant step toward helping users better understand the origins of ads they encounter online. Google’s effort builds on previous requirements for digitally altered political ads and integrates technologies like SynthID and C2PA, which aid in identifying AI-generated content. The extension of such labels into everyday commercial ads reflects the growing impact of AI on marketing strategies.
However, the effectiveness of this system depends heavily on advertiser honesty, particularly regarding third-party AI tools, which are not automatically detected. Critics note that placing the AI disclosure behind extra menu clicks reduces its visibility and raises concerns about whether consumers can consistently recognize AI involvement in advertising. A fully transparent approach would require labels to be more prominent and less reliant on self-reporting.
Google states these updates aim to give users clearer context about the ads they see and provide advertisers with straightforward guidelines to comply with evolving transparency standards. As AI-generated advertising becomes more common, such measures seek to balance innovation with consumer awareness.