Google is expanding AI transparency across its advertising platforms. The company will now disclose when AI helped create an ad.
What We Know: Google is introducing a new feature inside its My Ad Center panel that tells users whether AI created or edited an advertisement. The update will appear on ads shown in Google Search, YouTube, and Google Discover. Users can access the information by clicking the three-dot menu or information icon already attached to supported ads. They’ll then see a new “How this ad was made” section explaining whether AI played a role in producing the creative. Google said ads built with its own generative AI tools will receive the disclosure automatically. However, advertisers using third-party AI platforms must voluntarily indicate AI involvement through a new control. Google won’t independently verify whether outside-generated ads used AI.
What’s at Stake: The change reflects growing concerns about transparency as AI-generated images become more common in advertising. Businesses increasingly rely on generative AI to create product imagery, reduce production costs, and develop marketing campaigns faster. Yet consumers may struggle to distinguish AI-generated visuals from authentic product photography. Although Google already prohibits deceptive advertising, synthetic content doesn’t automatically violate those policies if it accurately represents the advertised product.
What Remains Unclear: Google hasn’t explained how it will enforce compliance for advertisers using outside AI tools. Likewise, the company hasn’t detailed potential penalties for advertisers who fail to disclose AI-generated content. Local regulations may also require additional labeling in certain markets, creating different disclosure standards worldwide.
What It Means: The update signals that AI disclosure is becoming a standard part of digital advertising rather than a requirement limited to political campaigns. As AI-generated marketing content becomes more widespread, platforms like Google are placing greater emphasis on helping consumers understand how advertisements are produced. That added transparency could strengthen trust while giving advertisers clearer expectations as AI becomes a larger part of creative workflows.
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Garrett Searight is Barrett Media’s News Editor, which includes writing daily news stories, features, and opinion columns. He joined Barrett Media in 2022 after a decade leading several radio brands in several formats, as well as a 5-year stint working in local television. In addition to his work with Barrett Media, he is a radio and TV play-by-play broadcaster. Reach out to him at Garrett@BarrettMedia.com.