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

Google is expanding efforts to properly label AI-generated content, updating its in-house "About This Image" tool with a global standard for detecting the origins of an AI-edited image. The new label was formulated as part of Google's work with the global Coalition for Content Provenance and Authenticity (C2PA).

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.