Google is introducing new transparency tools to indicate when generative AI has been used in advertisements shown across its platforms. A new "How this ad was made" section is being added to the My Ad Center panel, available globally on Google Search, YouTube and Discover, aimed at helping users understand how the ads they encounter were produced. The move matters because clear disclosure of manipulated media is important for ensuring that prospective buyers have an accurate impression of what is being advertised.

When Google's own AI tools are used to create or edit an ad, the disclosure will be added automatically to the panel. For ads made with other tools, brands are given a control to note that generative AI was used, though Google's wording suggests this is opt-in rather than mandatory. In certain regions, depending on local rules, switching the toggle on could result in an AI-use label appearing on the ad itself. Google said it wants to help people better understand the ads they see while giving advertisers straightforward tools to navigate evolving industry standards.