Google’s new AI disclosure feature can impact customer trust and help to maintain credibility in search and advertising.

Google says that it'll roll out an update to Search to flag images that were generated or edited using AI tools.

AI-generated images have become increasingly predominant in the results of Google searches in recent months, crowding out legitimate results and making it harder for users to find what they’re actually looking for.

Google is trying to be more transparent about whether a piece of content was created or modified using generative AI (GAI) tools. After joining the Coalition for Content Provenance and Authenticity (C2PA) as a steering committee member earlier this year,

Google plans on adding the Content Credentials standard to Search and its ads system to help identify AI created or edited content.

Google is also integrating the technical standard into its advertising systems. Laurie Richardson, the company’s vice president of trust and safety, detailed in a blog post that the goal is to support the enforcement of advertising policies. C2PA support will start rolling out to Google’s ad and search systems in the coming months.

Google is taking the first step among key players, integrating the C2PA's new 2.1 standard into products like Google Search and eventually Google Ads (the "About This Image" promp