Today, you can use various AI-based tools to help you meet your advertising goals and boost the quality and performance of your ads. You can use generative AI to create entirely new realistic assets from simple prompts, or to meaningfully enhance existing assets.
Within Google’s advertising products, you can use Google's built-in AI to scale and optimize your campaigns and build compelling creatives. For example, you might use Google's AI to animate a set of still product photos and create an optimized product ad. Learn more About generated images in Google Ads.
AI regulations in the European Union, India, and New York require that ads with certain AI-generated or edited assets include disclosures and/or labels that inform consumers that the ads were made with AI.
Add labels directly to your creatives or use the AI label setting—which will launch gradually throughout July for Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center, and Ads Editor—to add AI labels to your creatives.
On this page
How the AI label setting works
The Ads AI label setting allows you to disclose assets as AI generated or edited. Ads that contain assets that you designate as AI-generated or edited will then include a disclosure in the "About this Ad" feature on the ad itself or in the “How this ad was made” section in the My Ad Center panel. This will be accessible globally and will provide details on AI usage in ads, including whether the assets used in the ads were AI created or edited. Users can click on the three-dot menu on ads across Search, YouTube and Discover.
In some geographies AI labels will also show on the ad itself. For campaigns that target the European Union, India, and New York, ads with assets that you designate as AI created or edited will also include visible overlays on the ads.
- Google may label your assets in some cases, such as in regions where Google itself is legally required to do so, or when we get signals to do so from other platforms.
- When you use Google’s fully-automated features to create and serve creatives, assets may be labeled as AI created or edited on your behalf to assist with your compliance.
- In any of these cases, labels cannot be overwritten.
Manage AI labels
Find assets with AI labels in your Creatives gallery
- Select the search box in the Filter bar at the top of the "Creatives" page. If the Filter bar isn't visible, select Filter
to open it.
- Scroll down and hover AI label.
- Check the relevant boxes for your uses besides:
- "AI label on"
- "AI label off"
- "AI label not set"
- Select Apply.
- You'll get a table view of your creatives, and that table will include the "AI label" column.
Label during bulk creation of creatives
For bulk creation and editing using the bulksheet:
- Follow these steps to Fill out a bulk upload spreadsheet.
- Use the new “AI label” column to add labels for each creative.
For bulk creation and editing within Display & Video 360:
- Follow these steps to Upload creative assets and enter creative details without a spreadsheet.
- Select the field for a specific asset in the "AI label" column.
- Select either "Label this asset as created or edited with AI" or "Don't label this asset".
- Select Save.
Label during bulk editing of creatives
For bulk editing of creatives and to learn what you can bulk edit by format, follow steps to Edit multiple creatives. When managing AI labels:
- Select Edit on the blue bar above the creatives, then select AI label.
- Select either "Label this asset as created or edited with AI" or "Don't label this asset".
- Select Apply.
- You can preview your changes in the list of creatives you're editing. The creative details that you've updated are in bold. If you make a mistake, you can edit and apply changes again or select Cancel to go back to your advertiser's list of creatives.
- Select Save. Your changes are saved across all of the selected creatives.
- Saving can take about 10 seconds per creative. If you're editing a lot of creatives, it might take a few minutes. Keep the window open to avoid losing your changes. After the changes are saved, you're taken back to your advertiser's list of creatives.
Label as you upload creatives
To upload creatives, follow steps in the about Image creatives article. To manage AI labels:
- Under "Additional details", select either "Label this asset as created or edited with AI" or "Don't label this asset".
- Select Save.
Label creatives when selecting logos or images from the asset library
If you have assets that don't have "AI label" notations when in your asset library, you can select Review assets to label those assets.
- Select the field for a specific asset in the "AI label" column.
- Select either Label this asset as created or edited with AI or Don't label this asset.
- Select Apply.
- Select Done.
Apply your own label
When you use AI to edit or create assets for your ads, you can also apply your own AI labels to your assets using your own design tools. These labels won't be in violation of Google policies prohibiting text overlays and watermarks.
Tips when adding your own labels for AI assets:
- To reduce the risk of your label being trimmed during ad rendering, do not place labels within a 5.5% margin around the full perimeter of your image asset.
- Opt-out of image enhancements. These can crop your label.
- For image enhancement controls in the different campaign types, use Asset Enhancements in Display campaigns, Asset Enhancements in Performance Max campaigns, and Adaptive Layouts in Demand Gen campaigns.
Note about machine-readable marking (SynthID and C2PA)
Google applies machine-readable metadata to assets generated by Google AI tools. This includes embedding non-visible SynthID digital watermarks and C2PA (Coalition for Content Provenance and Authenticity) open-standard markup into all images and videos generated within Google Ads tools.
Learn more about how we're increasing transparency for gen AI content with C2PA into all images and videos generated within Google Ads tools.
