Google has provided details about the capabilities and limitations of its AI imaging tools for Google Ads.
The clarification came after search marketer Darcy Burk expressed enthusiasm for AI’s potential to create product images.
You know, I don’t care what people say. I think Google is really nailing this AI integration with Google Ads. These AI-generated images? #ChefsKiss@AnthonyHigman @gregfinn pic.twitter.com/qRBdkJprKb
— Darcy Burk (@darcyburk) May 15, 2024
This prompted Google Ads Liaison Ginny Marvin to outline some key restrictions.
Branded content off limits
Marvin confirmed that while Google’s AI tools can generate generic product images, they are designed to avoid creating visuals that represent branded items or logos.
Marvin said:
“The tool will generate product images, but will not generate product images that include brand names or logos.”
He gave an illustrative example:
“So, for example, you could ask it to generate images of ‘a dog in a pet stroller in a park,’ but if you ask it to generate images of ‘a dog in a pet stroller in a park with a Doggo logo, ‘ you will receive an error notification to remove mentions of brands and branded items from your description.
The tool will generate product images, but will not generate product images that include brand names or logos.
So, for example, you could ask it to generate images of “a dog in a pet stroller in a park,” but if you ask it to generate images of “a dog in a pet stroller in a…
— AdsLiaison (@adsliaison) May 16, 2024
Outline guidelines
Marvin points to Google supporting documentation for more details on using the AI image generation and editing capabilities.
When trying to generate images for branded products, users are likely to receive an error message telling them to remove branded terms from their requests.
Notes from the Google support page:
“Google Ads’ generative AI tools are designed to automatically limit the creation of certain content.”
It lists “Faces, children, or specific people” and “Branded elements and logos” as examples of restricted topics.
Restricted verticals
from Google documentation it also addresses concerns about the safety and responsible development of AI.
Generated images include a digital watermark to identify their AI-generated nature and prevent misuse.
Sensitive advertising sectors such as politics and pharmaceuticals are also restricted from automatically receiving AI-generated image suggestions.
“As this technology evolves, we are continually evaluating and improving our approach to security,” Google says.
Why SEJ cares
As generative AI capabilities expand into the advertising ecosystem, Google’s clear guidelines help provide guardrails to mitigate potential risks while allowing advertisers to experiment.
Understanding current limitations, such as restrictions around brand imagery, is critical for marketers looking to incorporate AI image generation into their workflows.
How this can help you
For advertisers, Google’s AI image generation tools can produce large volumes of high-quality generic and lifestyle images at scale.
By following the guidelines outlined for avoiding brand references, you can generate a variety of visual assets suitable for e-commerce product listings, display ads, social media marketing, and more.
This can streamline traditionally time-consuming processes such as product photo shoots while maintaining brand safety.
Frequently asked questions
How does the Google Ads AI image generator handle branded content?
Google’s AI image generator can create generic product images, but is designed to exclude any branded items or logos.
If a user tries to generate an image with specific brands or logos, the system will trigger an error notification telling them to remove those references before continuing.
The tool generates generic product images. Excludes brand names and logos. Users receive error notifications that guide them to correct directions.
What type of content is restricted when using Google Ads AI image generation tools?
Several types of content are restricted when using AI image generation tools in Google Ads.
Restrictions include creating images with faces, children, specific people, branded items and logos.
Sensitive verticals like politics and pharmaceuticals are also prohibited from receiving AI-generated image suggestions.
How does restricting branded content benefit marketers using Google’s AI tools?
By focusing on generating only generic product images, advertisers can use the tool for a variety of applications, including e-commerce product listings, display ads, and social media marketing, without risking any issues legal related to the improper use of the brand.
Featured image: DANIEL CONSTANTE/Shutterstock
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