Google is increasing AI transparency with news features that include a whether ads made using generative AI.
Google has launched a new feature aimed at helping audiences identify ads that have been made using generative AI technology.
Generative AI is extensively used in advertising, whether it’s in video, images, voice overs, or in copy – marketers have been taking advantage of the time and money-saving the technology can bring.
But, consumers are sceptical about AI-generated creatives and have called for increased transparency. Over half want advertisers to disclose if an ad is 100% AI-generated, if it uses AI video or if it has AI images, according to IAB research.
Nearly half think an advertiser should also disclose AI voices or AI avatars or virtual characters.
Google does already prohibit deceptive and misleading ads – but as it stands, advertisers are allowed to digitally alter their content. From now on though, they will have to disclose if they have used AI in any way for the creative.
Moving forward, viewers will be able to see a ‘how this ad was made’ – which will reveal whether the ad was created or edited using genAI. This will be automatically displayed when advertisers have used the technology in their ad.
Users can also block or report the ads, or get more information on the advertiser.
Depending on the region the ad is shown in, a label may also appear directly on the ad, either automatically or when an advertiser uses this control, in order to cater to local regulations.
Keerat Sharma, vice president and general manager of ads privacy and safety said: “Our existing ad policies already serve as important safeguards, along with our work to verify advertisers and share who’s behind an ad. We continue to prohibit misleading and deceptive ads, whether created with AI or not, to keep the platform safe for everyone.”
