Google adds labels for AI-generated and AI-edited ad assets

What changed

Hana Kobzová documented an AI label column in Google’s asset library. The saved screenshot shows an individual asset with On, Off and unset states. Google’s own guidance confirms that advertisers can designate assets as created or edited with AI, and that the setting is available across several advertising products. This is an asset disclosure control, rather than a performance score or a judgement about creative quality.

The visible treatment depends on the placement and geography. Google describes an AI disclosure in My Ad Center and additional overlays in specified locations. Its documentation also says some automatically applied labels cannot be overridden. Teams should not assume that switching a field changes every disclosure attached to an asset, or that an unset field proves an image was made without AI.

A useful creative handover should identify the original asset, what was generated or altered, and who approved the finished version. For example, a product photograph with an AI-generated background has a different production history from a wholly generated product scene. Keeping that history alongside the file makes a disclosure decision easier to review when the asset is resized, reused or supplied to another campaign team.

Why it matters for advertisers

The new field adds a practical check between producing creative and publishing it. Give someone responsibility for maintaining the asset record and inspect how disclosures appear in available previews. Google Ads Editor 2.13 also documents bulk attestation controls, so a large asset library can be reviewed as an organised task. The setting should support an informed review; it should not become a blanket value copied across files whose production history nobody has checked.