Google Introduces AI Labels in Asset Studio

Google has introduced AI Labels in Asset Studio, allowing advertisers to disclose when image and video assets have been generated or modified using artificial intelligence. The rollout comes as governments worldwide introduce stricter AI transparency regulations for digital advertising. This signals that AI disclosure is becoming a standard part of campaign creation rather than an afterthought.

Key Takeaways:

• Google is rolling out AI content labels inside Asset Studio for image and video creatives.
• The setting is available across Google Ads, Display & Video 360, Campaign Manager 360, Merchant Center, and Ads Editor.
• Google may automatically label some AI-generated assets.
• The feature complements Google’s existing “How this ad was made” transparency tool.
• Enabling the label setting does not, on its own, guarantee regulatory compliance.

What are AI Labels in Asset Studio? What They Mean and How They Work

In July 2026, Google introduced AI Labels, which allow advertisers to add text or visual labels to content created or edited with AI, helping advertisers comply with emerging AI transparency requirements. Google Ads may also automatically apply AI Labels to certain assets generated using Google’s AI tools. According to Google, these labels are permitted and do not violate its policies on text overlays or watermarks in advertising creatives.

AI Labels are disclosures that indicate whether an advertisement has been created or edited using AI. These labels can be found in the “How this ad was made” section of Google’s My Ad Center. In some regions, including the European Union, India, and New York, the label may also be displayed directly on the advertisement.

How Do AI Labels Work?

When using Asset Studio, advertisers are encouraged to evaluate their creative assets to determine if they were generated or modified using AI technology. Google provides features that allow advertisers to label their assets as AI-generated or AI-edited, as necessary. This labeling process not only ensures transparency but also enables advertisers to keep track of the AI status of their assets within the Asset Studio platform. 

If Google generates assets using its own AI-powered creative tools, the company may automatically add the disclosure. In cases where Google is legally required to provide transparency or receives trusted signals from other platforms, labels may also be applied automatically and cannot be removed.

Why This Matters?

Consumer trust has become increasingly important as AI-generated media spreads across the internet. Rather than hiding AI involvement, Google is making disclosures a visible part of the advertising experience.

The feature also helps advertisers prepare for stricter global AI regulations. The European Union’s AI Act, for example, introduces transparency requirements for many forms of AI-generated content, making disclosure increasingly important for businesses operating internationally.

Which Google Platforms Support AI Labels?

• Google Ads
• Merchant Center
• Display & Video 360
• Campaign Manager
• Ads Editor

Conclusion

Google’s introduction of AI Labels in Asset Studio marks another step toward transparent AI-powered advertising. Although the feature introduces an additional compliance step for advertisers, it helps build trust by showing users when AI has contributed to an advertisement.

As AI becomes a normal part of creating marketing assets, transparent labeling is likely to become an industry standard rather than an optional feature. Advertisers who adopt these practices early will be better prepared for future regulations and growing consumer expectations around AI disclosure.

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