Google adds AI labelling controls for video ads

What changed

Felix Duerler highlighted a control for labelling an AI-generated video inside Google Ads. The saved image shows a generated video’s details with an AI use section and a selected option to label the asset as created or edited with AI. It provides a concrete view of where a video producer or campaign manager can review the disclosure before the asset is used.

The distinction between generation and editing matters for the production handover. A video can combine filmed footage, supplied product images, generated scenes and other edits. Ask the producer to describe which parts used AI, and keep that description with the approved file. The person uploading the ad should not have to infer the production process from how realistic the final video looks.

Felix’s post also raises a broader question about distinguishing human-made content. That is his editorial perspective, not an announced Google feature or a measured forecast of future creative supply. The observed news is the AI-use control in the video workflow. Reviewing that control should remain separate from claims about which production method will make a better-performing advertisement.

Why it matters for advertisers

Video approval often passes through several people before a campaign goes live. Add the disclosure decision to that handover alongside the approved version, destination and brand review. If a supplier later replaces a scene or delivers a revised edit, revisit the record rather than carrying the old decision over automatically. The screenshot establishes an available control in the observed workflow; it is not a substitute for checking the requirements applicable to the actual creative and market.