Google has announced plans to introduce new transparency features that will allow users to see whether generative artificial intelligence (AI) was used to create or modify advertisements displayed across its platforms.
The technology giant said on Thursday that it will roll out a “How this ad was made” panel, providing users with information on whether AI tools played a role in the production or alteration of the adverts they encounter.
The initiative forms part of Google’s broader efforts to improve transparency in its advertising business as the use of AI-generated content continues to expand across the digital ecosystem.
While the company confirmed the new feature is in development, it did not specify when the disclosure panel will become available or which advertising formats will support it. Google also stopped short of outlining the full range of information that the panel will provide beyond indicating whether generative AI was involved in creating or editing an advertisement.
The announcement comes amid increasing scrutiny from regulators, advertisers and consumers over the growing use of AI-generated content in online advertising. Concerns have centred on the need for greater transparency to help users distinguish between human-created and AI-assisted content.
Google operates one of the world’s largest digital advertising platforms, delivering advertisements across its search engine, YouTube and an extensive network of partner websites. Advertising remains the primary source of revenue for its parent company, Alphabet.
The latest move is consistent with Google’s wider strategy of integrating AI across its products and services. In recent months, the company has expanded the use of generative AI in search, productivity software and other consumer and enterprise offerings, while introducing measures aimed at improving user trust and accountability.
