Google adds transparency labels showing which ads are AI-made

Google is rolling out a new transparency feature that lets people identify whether an advertisement was made or modified using artificial intelligence. The labels are accessible through the "how this ad was made" section within Google's "My Ad Center," appearing whenever users interact with ad controls across Search, Discover, and YouTube.

How to find the labels#

The AI disclosure appears in the same panel where users already manage ad preferences, block ads, or report problematic content. To view it, simply tap the three dots or information icon on any ad, then look for the "created or edited with AI" label in the disclosure details.

Automatic and manual labeling#

Google will automatically apply the AI label to ads produced with its own generative advertising tools. However, ads created with outside AI systems will only receive the label if advertisers manually add the disclosure themselves. In certain regions, Google is taking an additional step by placing these labels directly on ads themselves, triggered either automatically or when advertisers voluntarily identify their work as AI-assisted.

Broader AI disclosure framework#

This labeling initiative builds on Google's existing transparency work. The company previously implemented similar disclosures for politically sensitive ads altered with synthetic or AI-generated content in 2024. Recently, Google also expanded access to SynthID and C2PA content credentials, technologies designed to help people detect deepfakes and verify authentic content in an increasingly complex media landscape.

Meta has implemented comparable features with its "AI info" label found within the "About this ad" panel on its platforms, signaling a broader industry movement toward transparency around machine-generated advertising content.