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

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.

The growth and spread in AI content is driving our need to be able to discern real images from AI generated or edited pictures.

Google will soon mark AI images in its search results. The tech giant intends to flag pictures that have been created or enhanced with Artificial Intelligence in an effort to increase transparency and trust.