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

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.

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.

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