Google Now Labels AI-Generated Ads

Google introduces a new label for AI-generated ads. However, the system doesn’t automatically work in all cases–and that’s its biggest weakness.

New Label for AI Ads

Google is launching a new transparency feature for ads worldwide. In the future, users will be able to see if an ad was created or edited using artificial intelligence. The label applies to ads in Google Search, on YouTube, and in Google Discover.

The information can be accessed via the three-dot menu or the info icon of an ad. In the “My Ads Center,” a new section titled “How this ad was created” will appear. There, Google indicates the use of generative AI with the note “Created or edited with AI.” The feature will be rolled out globally over time.

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Automatic Only with Google’s Own AI

The new label doesn’t work the same in all cases. If an ad is created with Google’s generative AI ad tools, the company automatically applies the label. It becomes more challenging with external programs like Midjourney or DALL-E.

In these cases, advertisers must indicate themselves that AI was used in the creation. According to Google, these claims are not verified. This creates an obvious weakness: those who wish to conceal the use of AI may still be able to do so. The intended transparency thus partially depends on the honesty of the advertisers.

EU Rules Increase the Pressure

The timing of the introduction is likely no coincidence. In August, additional transparency requirements of the European AI Act will come into effect. In the EU and some other regions, the AI label will therefore be directly visible on the ad–either automatically or based on the advertiser’s information.

Other platforms are now adopting similar solutions. Meta already informs users in the “About this ad” section whether AI was used in the creation. Additionally, Google is expanding the use of technologies like SynthID and C2PA, which are intended to help identify AI-generated or manipulated content. Whether the new label achieves its goal will depend on how reliable the advertisers’ information actually is.

This article is a machine translation of the original German version of TECHBOOK and has been reviewed for accuracy and quality by a native speaker. For feedback, please contact us at info@techbook.de.