Google has announced that it will begin telling users when an advertisement was created or edited using artificial intelligence, adding a "created or edited with AI" label to ads shown across Google Search, Google Discover and YouTube. The move brings greater transparency to AI-generated advertising at a time when such tools are becoming more widespread, and mirrors similar disclosure efforts by rival platforms.

The label, announced on Thursday, appears in a new section of Google's "My Ad Center" under a "how this ad was made" tab, accessible by tapping the three dots or info button on an ad. Google will apply the label automatically to ads made with its own generative AI advertising tools, while AI ads created elsewhere must be labelled manually by advertisers; in some regions the label may also appear directly on the ad. The update follows comparable measures from Meta, which has an "AI info" label, and builds on Google's earlier moves, including a 2024 disclosure for synthetic content in political ads and its expanded use of SynthID and C2PA content labels to identify deepfakes.