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 meaningfully enhance existing ones.
Within Google’s advertising products, you can use Google's built-in AI to scale and optimise 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 optimised 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 informing consumers that the ads were made with AI.
Add labels directly to your creatives or use the AI label setting for Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center and Google Ads Editor to add AI labels to your creatives.
On this page
How the AI label setting works
The Google Ads AI label setting allows you to disclose assets as AI-generated or edited. Ads that contain assets you designate as AI-generated or edited will then include a disclosure in the 'How this ad was made' section in the My Ad Centre 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 AI edited. Users can click on the 3-dot menu on ads across Search, YouTube and Discover.
In some geographies, AI labels will also show on the ad itself. For campaigns targeting the European Union, India and New York, ads with assets you designate as AI-created or edited will also include visible overlays.
- Google may label your assets in some cases, such as in regions where Google is legally required to do so, or when we receive signals from other platforms.
- When you use Google’s fully automated features to create and serve creatives, assets may be labelled 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
Label ads when importing new AI image assets
You’ll receive a notification if ads in your campaign may require an AI label.
- If the asset you create or select doesn't already have an AI label, a 'Review assets' callout will appear. You'll find a list of assets in a table with the 'AI label' column undesignated for those assets.
- Select the box next to the asset you want to label.
- Select 'Label this asset as created or edited with AI' or 'Don't label this asset' as applicable in the pop-up that appears.
- If the asset you select (such as an existing YouTube video) already has an AI label, you'll have the option to visit the page where the existing asset was created to learn more about AI labels and how to manage them.
- Select OK.
Label ads when generating new AI image assets
You’ll receive a notification if ads in your campaign may require an AI label.
- A Review assets callout will appear. You'll find a list of assets in a table with the 'AI label' column undesignated for those assets.
- Select the box next to the asset you want to label.
- Select Manage AI label.
- Select 'Label this asset as created or edited with AI' or 'Don't label this asset' on the pop-up that appears.
- Select Apply.
- Select Done.
Add labels for existing AI assets
- In the type list
, select Shared library > Asset library.
- Select the asset type (for example, Images or Videos) that you’d like to manage. You’ll find the 'AI label' column in the data view.
- Select the existing asset to open the edit panel.
- Select the pencil icon
to the right of the 'AI label' row to update the AI label.
- Select 'Label this asset as created or edited with AI' or 'Don't label this asset' on the pop-up that appears.
- Select OK.
, select Shared library > Asset library.Add labels to assets in bulk
- In the type list
- Select Images.
- Select all assets that need labelling.
- Select the pencil icon
- Select 'Label this asset as created or edited with AI' or 'Don't label this asset' on the pop-up that appears.
- Select OK.
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 help reduce the risk of your label being trimmed during content rendering, do not place labels in the corners or edges of your image asset. Given the variety of rendering formats on which your content will be displayed, we cannot fully guarantee that the label won't be trimmed.
- 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 for all images and videos generated within Google Ads tools.