How AI-generated images in ads are identified and labeled on Meta

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 3 brown dogs running through a meadow of flowers. Or you might request a joke written in the style of a historical figure, like Shakespeare.

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

As more generative AI tools become available, it’s important to be able to recognize when ad images have been created or significantly edited with generative AI. Significant edits using generative AI could include features like background generation and image generation.

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

Meta is providing transparency by labeling ad images created or significantly edited using our generative AI creative features or ad images created or edited using third-party AI tools with AI info.

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 created or edited with AI. Learn more about how we label those ads.

Note: As these tools are gradually rolling out, not all ads using Meta’s generative AI creative features will have AI info.

Where AI info will appear on ads

If an ad was created or significantly edited using Meta's generative AI creative features or created or edited using third-party AI tools, the AI info label will appear on the About this ad screen in the three-dot menu in the top right-hand corner of the ad.

Sometimes an AI info label will also appear next to the Sponsored label at the top of the ad.

Not all ads will have AI info, like when there are minor changes or enhancements like image resizing or color correction.

Note: Depending on your region, the AI info label name or the Sponsored label name may be different.

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 we use to shape and deliver the ads you see.

Learn more about how Facebook ads use machine learning.

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