Google is introducing a new transparency feature to its ad platform, giving users the ability to see if an advertisement was created using artificial intelligence. This move aims to clarify for consumers when they're looking at synthetically generated content versus real product imagery.

The update will appear in Google's 'My Ad Center' panel, which can be accessed via a click on the three-dot menu or info icon within ads seen across Google Search, YouTube, and Google Discover. Here, users will find an option to learn how each ad was made, with a clear indication of any AI involvement.

For advertisers using Google's generative AI tools, this disclosure is automatic. However, if the advertisement is created externally, it falls on the advertiser to manually indicate AI usage—a measure that some argue could lead to self-regulation issues.

The new feature is part of broader efforts to increase transparency and trust in online advertising. Yet, with AI rapidly advancing, questions remain about whether consumers can truly keep up with the latest technological developments.