At Meta, we continue to prioritize transparency and responsibility in our advertiser guardrails. Starting last year, we began labeling ads that were created or significantly edited using our generative AI creative features, which are available in our advertiser marketing tools. I’ll explain below how we developed our approach and how the system works.
We’re Listening and Learning
We’ve worked with experts, policy stakeholders and industry partners around the world to develop our approach. We recognize that the transparency expectations around generative AI are rapidly evolving, and we are committed to providing clear information about how our generative AI tools contribute to the ads people see on our services.
We’ve Built an AI Labeling System for Ads
Our labels are designed to help people understand when images and videos have been created or significantly edited with our in-house generative AI tools. When an image or video is created or significantly edited with our generative AI creative features in our advertiser marketing tools, a label will appear in the three-dot menu or next to the “Sponsored” label.
To determine when to apply AI labels, we use a multi-pronged approach.
- If an advertiser is using our in-house generative AI creative features and these tools do not result in significant edits to the image or video and do not include a photorealistic human, then we will not apply any AI labels.
- If an advertiser is using our in-house generative AI creative features and these tools result in a significant edit to the image or video, we will apply an AI label either behind the three-dot menu, or next to the Sponsored label. When these tools result in the inclusion of an AI-generated photorealistic human, the label will appear next to the Sponsored label (not behind the three-dot menu).
Last year, we began gradually rolling these labels out and will continue to do so over this year. Here’s what they look like:
This is Only the Beginning
We remain committed to improving our ads transparency tools and searching for new ways to provide people with better understanding of how we use data and technology to show them ads. Providing transparency around our home-grown generative AI tools is a first step on our ads generative AI transparency journey. This year, we also plan to share more information on our approach to labeling ad images made or edited with non-Meta generative AI tools. We will continue to evolve our approach to labeling AI-generated content in partnership with experts, advertisers, policy stakeholders and industry partners as people’s expectations and the technology change.
By building and refining our transparency around how AI impacts the ads users see, we aim to build trust and increase our accountability. As always, you can learn more about why you are seeing a particular ad through the “Why am I seeing this ad?” tool. You can also still hide all ads from a given advertiser and access your ads preferences from the “Why am I seeing this ad?” interface. We are dedicated to using machine learning models and generative AI responsibly and being transparent about how we deliver ads.