Generative artificial intelligence (generative AI) is a tool that helps create or modify content such as images and text in new ways.

How generative AI works

Generative AI models are trained using billions of pieces of information. To generate new content, generative AI models learn about patterns and relationships between these pieces of information based on prompts or instructions.

For example, you might type a request in a generative AI tool asking for an image of three brown dogs running through a meadow of flowers. Or you might request a joke written in the style of a historical figure, such as Shakespeare.

How AI-generated images are labelled in Ads on Meta products

As more generative AI tools become available, it's important to be able to recognise when ad images have been created or materially edited with generative AI. Material edits using generative AI could include features, such as background generation and image generation.

Note: Labelling is different for organic or unpaid content. Learn more about how AI-generated content is identified and labelled on Meta.

Meta is providing transparency by labelling ad images created or materially edited using our generative AI creative features with AI info.

Ads may include AI info within the menu of an ad or have an AI info label at the top of the ad.

This approach will continue to evolve in partnership with experts, advertisers, policy stakeholders and industry partners as people's expectations and the technology evolve.

For ads about social issues, elections or politics, advertisers are already required to disclose if the image, video or audio are digitally created or altered, including through the use of third-party AI tools. Learn more about how we label those ads.

Note: As these tools aregradually being rolled out, not all ads using Meta's generative AI creative features will have AI info.

Where AI info will appear on ads

Ads that are fully created or materially edited using Meta's generative AI creative features available via our marketing tools will have AI info applied on or within the ad.

AI info will appear in the three-dot menu in the top right-hand corner of ads that are fully created or materially edited using Meta's generative AI creative features unless the image includes an AI-generated photorealistic human, in which case, AI info will appear as a label next to the "Sponsored" label at the top of the ad.

Not all ads will have AI info.

Here are a few examples of when an ad image won't have AI info:

Machine learning in ads

Generative AI is not the only type of AI used in ads. Meta uses machine learning models – an application of AI – to help determine the best ad to show you at a given point in time. The Why am I seeing this ad? tool provides transparency about how your activity both on and off our technologies may inform the machine learning models that we use to shape and deliver the ads that you see.

Learn more about how Facebook ads use machine learning.

Learn more about how generative AI works in the Privacy Centre.