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).

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