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 “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
Manage AI labels in Merchant Center
- In your Merchant Center account, manage assets as usual via “Manage images” within your product details.
- Select Image or Video assets you want to label within the “Manage images” dialog.
- Select “Manage AI label” within the 3-dot menu in the top right corner of the asset.
- Select "Label this asset as created or edited with AI" or "Don't label this asset".
- Select Apply.
- Select Save / Add image.
The same capability is available when you generate assets via Product Studio or Video assets pages.
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.
