Google is rolling out a new ”How this ad was created” section in My Ad Center, spotlighting ads crafted or edited using generative AI. This feature will be available globally in Google Search, YouTube, and Discover, automatically tagging ads made with Google’s own AI tools.
When it comes to generative AI from third-party providers, the label won’t be automatic. Advertisers need to opt in to add the disclosure themselves, making it a voluntary choice rather than a mandated rule. In some regions with local regulations, these AI-created tags may appear directly on the ads.
The push for transparency around AI in ads is no longer theoretical. Earlier in 2024, Google introduced rules for political ads requiring clear disclosures of ”significantly altered” AI content. Meanwhile, Meta and TikTok have launched similar tagging systems for synthetic images and videos. Now Google is expanding this approach into general commercial advertising. The tricky part is that it’s easy to generate a polished product image with AI, but far harder to prove the actual product matches that depiction.
For context, My Ad Center is Google’s user-facing portal where people can control their ad preferences, and Discover is Google’s personalized content feed competing with platforms like Instagram and TikTok. By adding AI disclosure tags to ads, Google joins other tech giants aiming to increase transparency as AI-generated content becomes commonplace in digital marketing.
As AI-generated ads become more prevalent, the challenge will shift toward enforcement and verification. Will advertisers be truthful about AI use, or will some gloss over it? How will regulators step in if the promotional imagery paints an unrealistic picture? Google’s move is just the start-expect evolving standards as the industry grapples with the blurred line between reality and AI-enhanced creativity.