Tech News : Google Gives AI Agents Their Own Work Email

Microsoft is replacing individual OneDrive allowances on its Family and Premium subscriptions with a shared 2TB pool, cutting the maximum combined storage by 4TB and leaving some households facing extra costs or decisions about where to keep their files.

What Is Changing?

Previously, Microsoft 365 Family and Premium allowed up to six people to receive 1TB each, giving a fully shared subscription 6TB in total. Under the new arrangement, everyone draws from the same 2TB allowance.

Microsoft 365 Pro provides a shared 5TB pool, while Basic and Personal retain their individual allowances of 100GB and 1TB respectively. Additional storage purchased by subscription members is added to the shared pool.

The biggest reduction therefore affects Family and Premium subscriptions with six members making full use of their allowances. Their combined included capacity falls by two-thirds, although the practical impact depends on how much they actually store.

Why Does Microsoft Call This More Flexible?

Microsoft’s explanation is that separate allowances can leave storage unused while another member runs out of space. Its support page states, “Shared storage helps ensure that one person doesn’t run out of space while other members have unused storage available.”

That addresses a limitation of the previous arrangement. For example, someone with 1.2TB of photos and documents couldn’t simply borrow unused capacity from another member’s allocation. However, a shared pool allows that person to exceed 1TB, provided enough space remains.

That said, pooling storage and reducing its total are actually separate decisions. Six people storing 500GB each would previously have been comfortably within their individual limits, but their combined 3TB would exceed the new allowance by 1TB.

For lighter users, the flexibility may be useful. For households with several large photo libraries or document collections, it means less room to grow without paying more.

When Will Subscribers Be Affected?

The shared model applies to new and upgraded subscriptions from 8 October 2026. Existing Family and Premium subscribers generally move across when their subscriptions first renew on or after 2 May 2027, with Microsoft promising advance notification.

The renewal date matters because the change does not take effect for every existing customer on 2 May. An eligible subscription renewing later would normally move at that later renewal.

Upgrading can bring the change forward. For example, Microsoft says moving from Family to Premium before May 2027 triggers the shared model, whereas a downgrade alone does not trigger an early transition. Customers considering a plan change should therefore check its storage consequences before proceeding.

Will Shared Storage Expose Private Files?

It should be noted here that sharing the allowance doesn’t give other members access to someone’s documents or photographs. As Microsoft says, “While storage quotas are shared, files remain private.”

Each person retains their own account and can access only their own files unless someone explicitly shares content. The change concerns available capacity, rather than creating a communal folder.

However, members’ storage habits become more closely connected. One person uploading a large video collection could leave less space for everyone else, making occasional checks of combined usage more important.

What Happens If The New Limit Is Exceeded?

Microsoft says affected customers will receive notifications and can free space, purchase additional capacity or change their subscription. Storage can be expanded to a total of 10TB.

Its transition guidance says customers exceeding the limit can continue accessing their files for up to one year while managing their storage. That shouldn’t be interpreted as a promise that uploading, editing and synchronisation will continue without restrictions throughout that period.

Some existing Family and Premium customers may also receive transitional bonus storage in eligible markets. However, the support page does not specify how much they will receive or provide complete eligibility details, so customers should rely on their own notification rather than assume additional capacity is guaranteed.

Anyone planning to leave should arrange alternative storage before their subscription expires. Microsoft’s cancellation guidance says the standard free cloud allowance is 5GB, meaning cancellation could create a much larger shortfall than the announced reduction.

What Does This Mean For Your Business?

This announcement concerns the named consumer subscriptions, rather than an equivalent reduction across Microsoft 365 business plans. Microsoft’s UK business pricing still lists 1TB of cloud storage per user. However, sole traders and small organisations should check which subscriptions actually hold their working files, particularly where personal accounts have become part of everyday operations.

The immediate task is to establish current usage, renewal dates and likely future requirements. Comparing alternatives should include the cost of moving files, maintaining access and supporting users, as well as the advertised storage price. Before deleting anything to reduce usage, customers should confirm that important files have complete, accessible copies elsewhere and understand whether deletion will also remove synchronised copies.

The key point here is that a cloud subscription’s value can change after customers have built their routines around it. Keeping clear records of where information is stored and maintaining a practical way to move it makes future changes easier to manage. Shared storage may suit some users, but decisions should reflect the capacity and access they need, rather than the flexibility promised in the announcement.

Tech Tip : Share Just The PDF Pages Someone Needs

If someone only needs a few pages from a lengthy PDF, Google Chrome lets you save those pages as a separate document, making reports, instructions and supporting information easier to share.

How To Do It

  1. Right-click the PDF in File Explorer and choose Open with > Google Chrome.
  2. Press Ctrl + P and select Save as PDF under Destination.
  3. Under Pages, choose Custom and enter the pages required. For example, 2-4,7 selects pages two to four and page seven.
  4. Check the preview, then select Save and give the new PDF a different filename.

Your original PDF remains unchanged. Use the page positions shown in the preview, which may differ from the numbers printed on the document itself.

Featured Article: Google Gives Gemini A Human Face

Google has introduced animated and lifelike avatars for Gemini’s live conversations, giving businesses a way to put a talking face on AI services while raising questions about whether a more convincing appearance could encourage customers to trust answers they should question.

What Has Google Introduced?

Announced on 24 September, Gemini 3.8 Live with Live Avatar combines spoken AI responses with generated video, producing characters whose lips, expressions and head movements follow the conversation. Google says the feature is available through Gemini Enterprise, its business offering.

Google says the system can process visual and audio information together, allowing an avatar to respond to what it sees and hears. This makes it different from a pre-recorded presenter reading a fixed script, because its responses are generated during the interaction.

As Google explains, “Conversation is inherently multimodal: we listen, look, speak, and use facial expressions to communicate.” Its aim is to bring those different forms of communication into business AI services, including customer support and interactive guidance.

What Could Businesses Use It For?

A visual assistant could be used to guide someone through a process, answer questions or explain information without requiring them to navigate menus. On its blog, Google uses an imagined hotel check-in scenario, where conversation continues while the system works with other software, to demonstrate what the new feature’s capable of.

It relies on what Google calls “asynchronous tool calling”, meaning the agent can request information or trigger a connected software function in the background while continuing to speak. For example, it could check booking details without leaving the customer waiting through a silent pause.

That could make an interaction feel smoother, but the quality of the service will still depend on accurate information and appropriate permissions. It’s worth noting that a reassuring expression on the avatar may not mean that a reservation has been found correctly or that a requested change has actually been completed.

How Flexible Are The Avatars?

Businesses can choose from preset characters or, with approval, create a custom avatar from a reference image. Google says this can preserve a particular likeness, character identity or brand style, while noting that “Custom avatar creation is currently available only through enterprise allowlisting.”

In other words, organisations need permission to access that customisation capability, and it doesn’t mean that there’s unrestricted access for anyone to animate another person’s photograph.

Google also claims that it supports switching between 97 languages, with lip movements and expressions adapting during the conversation. Businesses serving international customers could find that really useful, although language support alone doesn’t necessarily mean equal accuracy across accents, specialist vocabulary or complicated requests.

Why Does A Human Face Matter?

People naturally use tone, expressions and conversational timing to judge whether somebody understands them. Google, therefore, seems to believe that reproducing those signals could make software easier to approach, as well as suggesting understanding, empathy or competence that the system has not demonstrated.

In fact, Google’s own researchers have examined this problem. A study involving focus groups with 30 technology professionals identified concerns that fluent, human-like behaviour could make errors harder to notice and encourage excessive trust.

That research explored workers’ experiences and concerns, rather than measuring harm caused by Live Avatar. Even so, it raises a relevant question for deployment, because improving how convincingly an answer is delivered does not necessarily improve the answer itself.

What Safeguards Are There?

Google says, “We built Live Avatar with strict safeguards designed to respect identity, and keep AI-generated content transparent.” Its announcement highlights SynthID, a watermarking technology embedded in generated audio and video.

Also, because the watermark is imperceptible, it can help identify synthetic content through detection tools without necessarily alerting somebody during a conversation. Businesses should therefore distinguish between making content detectable afterwards and making the nature of the interaction obvious from the start.

However, it should be noted that clear disclosure also can’t remove every risk. For example, someone may know they are speaking to AI yet still place too much confidence in a calm, convincing response, particularly when the character appears knowledgeable or sympathetic.

What Are The Current Limits?

Google’s model card says Live Avatar supports a few minutes of continuous interaction rather than extended hours. It also acknowledges that the underlying models can produce hallucinations, meaning incorrect or invented information, and may experience delays or timeouts.

These limitations matter when deciding whether the technology suits a brief reception enquiry or a longer, more complicated support conversation. Businesses need to assess the whole interaction, including what happens when the avatar cannot complete the task.

What Does This Mean For Your Business?

For businesses considering an avatar, the starting point should be a service problem it could help solve. A limited trial could compare it with existing text or voice support, measuring successful outcomes, customer understanding and the effort needed to correct mistakes.

Also, customers should know they are dealing with AI, as well as being provided with an obvious route to a person. Organisations also need rules covering what the agent can access, which actions require confirmation and how conversation data is handled, particularly where cameras and microphones capture personal information.

The strongest business case will come from making a service easier to use without encouraging misplaced confidence. A friendly digital face may attract attention, but lasting trust will depend on accurate answers, dependable actions and a business taking responsibility when something goes wrong.

Sustainability-In-Tech: Google Backs Cleaner Rice Farming

Google has agreed to buy one million carbon credits from Indian startup Mitti Labs by 2030, funding changes to rice farming that could cut methane emissions and water use while testing how corporate climate spending can deliver measurable benefits beyond a company’s own operations.

Why Rice Farming Matters

Rice fields may seem far removed from Google’s data centres, but their contribution to global warming explains the connection. For example, when paddies remain flooded, oxygen levels in the soil fall, creating conditions in which microbes produce methane as they break down organic material.

Periodically draining and reflooding fields interrupts that process, reducing methane production while requiring less irrigation. Known as Alternate Wetting and Drying, or AWD, the technique already has an established research base, with careful management allowing farmers to conserve water without sacrificing their harvest.

For communities facing water shortages, maintaining food production with less irrigation could be as important as reducing emissions. However, farmers need control over water supplies and guidance on when to irrigate, because drying fields too far can put yields at risk.

What Has Google Agreed?

Announced on 10 September, the agreement will support the expansion of changed irrigation practices across approximately 100,000 hectares of smallholder farmland in India. Mitti Labs says the partnership could save 1.5 trillion litres of water by 2030, although that remains a projection rather than an achieved result.

Its website describes a four-year agreement (while its press release says five years), but both specify delivery of one million credits by 2030. Financial terms have not been disclosed.

Google describes it as “the largest publicly announced agreement to date” for purchasing credits from rice-methane reductions. Its announcement also confirms direct payments to participating farmers, connecting the financial incentive with changes in cultivation.

Why Methane Needs Attention

Methane remains in the atmosphere for much less time than carbon dioxide, but has a stronger warming effect over shorter periods, making reductions particularly valuable for limiting near-term warming.

As Mitti Labs co-founder Xavier Laguarta explains, “Reducing methane from rice farming is one of the most powerful levers we have to slow near-term warming.”

Two Figures Given

It’s worth noting here that Google is actually giving two figures for the expected climate benefit because methane has a stronger warming effect in the short term. Measured over 20 years, the benefit is equivalent to avoiding around three million tonnes of carbon dioxide, compared with one million tonnes when measured over 100 years, so these are two ways of describing the same benefit and shouldn’t be added together.

How Can The Savings Be Checked?

To check whether farmers are changing how they irrigate their fields, Mitti Labs combines satellite radar images with observations collected on the ground. This helps it track flooding, soil moisture and crop conditions across thousands of small farms, with its recent US$9.5 million funding round supporting further development of the technology and expansion into more farming areas.

Those observations help show whether the farming practices are being followed, but calculating how much methane has been avoided requires some further checks. For example, Isometric, a carbon-credit certification body with which Mitti Labs is registered, requires projects to monitor water levels and reduces the number of credits they can claim where uncertainty in the estimates could overstate the benefit.

For buyers, this means checking both how the project measures its results and whether the reductions would have happened without its funding, so they can judge whether their money is making a difference.

Does This Address Google’s Own Emissions?

The agreement comes as Google’s expanding infrastructure complicates its climate ambitions. Its 2026 environmental report records approximately 14.5 million tonnes of emissions under its “ambition-based” accounting measure for 2025, an increase of 18 per cent.

It should be noted here that preventing methane from entering the atmosphere doesn’t remove carbon dioxide already released by data centres or construction. Google acknowledges this, saying credits used to counterbalance emissions will either be matched against shorter-lived emissions or replaced with carbon removals when their atmospheric benefit expires.

How Effective Is Offsetting?

Google’s agreement raises a wider question about whether businesses can compensate for their own emissions by paying for reductions elsewhere. Supporters argue that deals like this fund changes to farming that might otherwise struggle to attract investment, while critics warn that offsetting can allow companies to claim climate progress while their own pollution continues to grow. The value therefore depends on whether the promised benefits are delivered and verified, and whether Google continues cutting its own emissions.

What Does This Mean For Your Business?

For businesses considering carbon credits, the agreement shows why the underlying activity deserves as much attention as the number purchased. For example, a credible project should explain how reductions are measured, why funding changes what happens and how participating communities benefit. Promised savings should remain clearly distinguished from verified results.

The broader sustainability opportunity here is to support changes that solve more than one problem. Reducing irrigation demand could help protect agricultural production in water-stressed areas while lowering emissions, giving food businesses and their suppliers reasons to examine farming practices within their own supply chains.

However, external projects should support continued work on a business’s own energy use, purchasing and operations. The strongest approach combines direct reductions with carefully assessed climate funding, then reports both clearly so customers can understand what has improved within the organisation and what its money has helped others achieve.

Security Stop-Press : Cyber Security Event Attendees Targeted With Malicious Google Docs

Cyber criminals targeted Black Hat and DEF CON attendees after the events with convincing follow-up messages and malicious Google Docs.

A Huntress researcher was contacted on X by someone posing as a CoinDesk executive and was sent a Google Doc containing a malicious Apps Script sidebar.

Mac users were targeted with AMOS infostealer malware, while Windows users faced NetSupport RAT and other malicious tools.

When the first attempt failed, the attacker reportedly tried again using a fake Dropbox DocSend share.

Huntress warned that major events create a “target-rich environment” because attendees expect new contacts and shared files.

Businesses should remind staff that trusted platforms do not guarantee trusted content, and unexpected requests to install software or paste commands should always be verified.

Sustainability-In-Tech : How AI Could Help Planes Avoid Warming Contrails

Google and the UK government are launching a £5 million trial using artificial intelligence and advanced weather forecasting to help aircraft avoid the atmospheric conditions that create persistent warming contrails over the North Atlantic, potentially reducing part of aviation’s climate impact without changing the aircraft themselves.

What Are Contrails And Why Do They Matter?

Contrails are the white lines that sometimes form behind aircraft when water vapour from jet exhaust freezes into tiny ice crystals in very cold air. Many disappear quickly, but under the right temperature and humidity conditions they can persist for hours, spread into larger cloud formations and trap heat that would otherwise escape from the Earth’s surface.

Google estimates that warming contrails account for roughly one third of aviation’s total climate impact. That makes them an attractive target to tackle because, unlike replacing aircraft fleets or developing new propulsion technologies, avoiding the worst contrails may require only relatively small changes to how existing flights are operated.

The Met Office says that two aircraft flying at slightly different heights can experience very different conditions, with one producing a persistent contrail while the other does not. Accurate forecasts could therefore identify troublesome layers of air before an aircraft reaches them.

How Will Operation Blue Skies Work?

The project between the UK government and Google, dubbed “Operation Blue Skies”, will operate in Shanwick airspace over the eastern North Atlantic, an area that accounts for around 5 per cent of global contrail warming. It is described as the world’s first state-backed trial to test contrail avoidance across an entire oceanic airspace rather than with individual airlines.

Google UK says it will develop AI models using satellite imagery, flight information and weather data to predict where strongly warming contrails are likely to form. The Met Office says it is developing a new contrail-impact forecasting capability, while NATS (the UK’s leading air traffic control provider) will use the forecasts during normal air traffic operations so selected aircraft can be asked to make relatively small altitude changes.

Google says: “Our AI-powered forecasts have enabled flight crews and air traffic controllers to make targeted adjustments that avoid contrail-sensitive regions while remaining within normal flight operations.”

A 30-Month Programme

The 30-month programme includes operational trials during the winters of 2026/27 and 2027/28. Around 10,000 flights are expected to pass through Shanwick during trial hours each year, although only a small proportion will be diverted so researchers can compare outcomes.

Why Use Weather Intelligence?

Contrail formation depends heavily on local atmospheric conditions, particularly temperature and humidity at cruising altitude. If those conditions can be forecast accurately enough, controllers may be able to move aircraft above or below the layers where persistent contrails are likely to develop.

Emma Corrigan, an aviation expert at the Met Office, said: “Every day, our forecasts help airlines, airports, air traffic controllers and pilots make informed decisions. Through this programme, we are exploring how those same weather and climate science capabilities could help address environmental challenges for aviation.”

The combination of AI and increasingly detailed atmospheric forecasting is therefore intended to identify precisely where intervention is worthwhile, rather than asking aircraft to make unnecessary changes throughout their journeys.

What About The Extra Fuel?

Avoiding contrails is not automatically beneficial because changing altitude can cause an aircraft to burn more fuel, increasing carbon dioxide emissions. The important question is whether the warming avoided by preventing a persistent contrail is significantly greater than the climate cost of the extra fuel used.

That trade-off is one reason independent scientific verification is built into the programme. Imperial College London and the University of Cambridge will assess the trial results, while the Met Office will help evaluate forecast performance and scientific uncertainties.

James Shapland, Head of Regulated Transport Services at the Met Office, said: “Our understanding of regional weather regimes will provide an important scientific basis for the trials, and developing a global contrail forecast capability aligns with our strategic work to support the aviation industry in managing its longer-term environmental impacts.”

A Complement, Not A Cure

Contrail avoidance will not remove aviation’s carbon emissions and is not being presented as a substitute for sustainable aviation fuel, more efficient aircraft or cleaner propulsion technologies. Its attraction is that it could provide a relatively quick operational improvement while those longer-term technologies continue to develop.

Google describes contrails as “one of the most urgent yet solvable climate challenges facing aviation today” and says the trial aims to provide a validated blueprint for reducing aviation’s climate impact through airspace management.

The £5 million programme is supported through the UK government’s Aerospace Technology Institute Programme, while Google is contributing £1.4 million in research expertise, engineering time and high-performance computing on a pro bono basis. Government grant funding goes directly to the academic, non-profit and aviation partners involved in the project.

What Does This Mean For Your Business?

The wider business lesson here is that sustainability improvements do not always require replacing existing infrastructure. For example, Operation Blue Skies is attempting to reduce environmental impact by combining better data, AI and operational decision-making around aircraft that would be flying anyway.

That principle can apply far beyond aviation, with businesses potentially finding some of the quickest gains by identifying where relatively small changes to scheduling, routing, energy use or operating procedures can prevent disproportionately large amounts of waste or emissions.

Operation Blue Skies also highlights the importance of measurement, because the project is designed not only to identify where an intervention could have the greatest effect, but also to independently assess whether the environmental benefit genuinely outweighs any additional fuel used. Businesses taking a similar approach to sustainability should therefore focus on changes whose overall impact can be measured, rather than adopting initiatives that appear greener in isolation but may deliver little real benefit.

If Operation Blue Skies succeeds, it could demonstrate that one of aviation’s significant climate effects can be reduced not by redesigning the aircraft, but by helping them fly through slightly different parts of the sky.

Tech News : Google Maps Now Much More Interactive

Google says it’s transforming Google Maps from a navigation app into an AI-powered assistant that can help complete everyday tasks, allowing users to order food, compare hotels, buy event tickets and answer personalised travel questions without leaving the app.

New Agentic Capabilities

Google has unveiled a significant expansion of Ask Maps, the AI-powered conversational feature it introduced earlier this year.

Originally designed to answer natural-language questions about places, Ask Maps is now gaining a range of new “agentic” capabilities that allow it to take action as well as provide information.

For example, users can now ask complex questions such as finding a reasonably priced hotel close to restaurants and a gym, ordering a specific takeaway meal for collection on the way home, or discovering comedy shows and concerts taking place nearby. Rather than simply displaying search results, Ask Maps compares available options, checks prices, identifies availability and, where appropriate, begins the booking or ordering process.

As Google explains: “Ask Maps can now handle complex, multi-step tasks for you using new agentic capabilities.”

Food ordering is initially launching with partners including Square and Toast, with Uber Eats support planned, while hotel searches and local event discovery are rolling out in the United States before expanding more widely.

From Navigation To Personal Assistant

The latest update reflects Google’s much broader ambition for Maps. For many years, mapping applications have primarily answered questions such as where something is located or how to get there. Ask Maps is designed to understand what users are actually trying to achieve and then help complete the task.

For example, someone might ask: “Order spicy pad kee mao with seafood for me to pick up on my way home.” Ask Maps identifies suitable restaurants along the planned route, finds the requested meal and automatically places it into an online shopping basket ready for checkout.

Similarly, someone travelling for business could ask for a well-reviewed hotel close to a conference venue, within walking distance of restaurants and a gym. Rather than manually comparing multiple booking websites, Ask Maps performs much of that research automatically.

Google describes Ask Maps as “Google Maps’ biggest transformation in over a decade”, combining Gemini AI with what it calls “the world’s freshest map”.

Making Maps Personal

Another important addition is Personal Intelligence. Users can choose to connect Ask Maps with Gmail and, in the near future, Google Calendar. Once enabled, the assistant can use existing travel bookings, restaurant reservations and other relevant information to provide much more personalised recommendations.

For example, instead of asking users to explain where they are staying or when their flight departs, Ask Maps can already understand those details from their existing bookings and suggest nearby restaurants, attractions or suitable departure times for the airport.

However, Google is keen to stress that this feature is optional. As the company explains: “With Personal Intelligence in Ask Maps, you’re in control — connecting to your Gmail is off by default and you decide if you want to connect.”

Ask Maps can also remember previous conversations, allowing users to continue planning a trip without having to repeat information from earlier discussions.

Real-Time Information Becomes Even Smarter

Google is also extending Ask Maps’ access to live transport information.

The new transit widget provides continuously updated departure times for buses, trains, ferries and underground services, adjusting automatically if delays occur.

The company says this builds on Maps’ existing ability to report traffic congestion, accidents, roadworks and busy periods at shops or restaurants by bringing similar live information to public transport users.

Google is also trying to make it easier for users to contribute updates themselves. Rather than filling in structured forms, people can now submit corrections conversationally through Ask Maps. Even photographs of shopfronts can be analysed automatically to identify updated opening hours before asking users to confirm the changes.

These contributions continue to be reviewed using Google’s existing verification systems before being published.

The Changing Role Of Mapping Software

Perhaps the most significant aspect of the announcement is not any individual feature but the changing role of mapping software itself.

Until recently, AI assistants largely answered questions, while mapping applications focused on navigation. Ask Maps increasingly combines both capabilities, allowing conversations to become actions.

Instead of searching for restaurants, comparing hotels, checking transport times and visiting multiple booking websites separately, users are increasingly able to complete those tasks within a single conversation.

The update also demonstrates how Google’s various services are becoming more closely connected. Gmail, Maps, Calendar, Gemini and Google’s extensive location database are beginning to work together as a unified assistant rather than remaining separate applications.

For users, that promises greater convenience. For businesses, it could significantly change how customers discover products and services.

What Does This Mean For Your Business?

For businesses, Google’s latest update reinforces the growing importance of maintaining accurate, detailed and regularly updated business information within Google Maps. As AI assistants increasingly recommend restaurants, hotels, attractions and other services based on conversational requests rather than simple keyword searches, complete listings, accurate opening hours, high-quality photographs and positive customer reviews are likely to become even more valuable.

The announcement also illustrates how AI is steadily moving beyond answering questions towards completing real-world tasks. Businesses should expect customers to rely increasingly on AI assistants to compare suppliers, make bookings, place orders and recommend products, meaning visibility within these AI-powered services may become just as important as traditional web search optimisation.

Perhaps most importantly, Ask Maps demonstrates that AI assistants are becoming practical tools for everyday decision-making rather than simply conversational interfaces. As these systems become better at understanding personal preferences, remembering previous interactions and carrying out increasingly complex tasks, organisations will need to think carefully about how their products, services and information are presented to customers whose first interaction may increasingly be through an AI assistant rather than a conventional search engine.

Tech News : Google Now Labels AI-Made Ads

Google is introducing new labels that tell users when advertisements have been created or edited using generative artificial intelligence, marking an important step towards greater transparency as AI-generated marketing becomes increasingly realistic and more difficult to distinguish from traditional advertising.

What Has Google Changed?

The new feature adds a “How this ad was made” section to Google’s existing My Ad Center panel, which users can open from the three-dot menu or information icon on adverts shown in Google Search, YouTube and Discover.

This means users will now be able to see whether generative AI played a role in creating or editing the advertisement they are viewing.

Google says the change is intended to help people better understand the advertising they encounter while making it easier for businesses to comply with evolving transparency requirements.

As the company explains: “We want to help people better understand the ads they see, while providing advertisers with straightforward tools to navigate evolving industry standards.”

The rollout also represents quite a significant expansion of Google’s AI disclosure efforts. For example, until now, mandatory disclosure primarily focused on election advertising, where synthetic or digitally altered content presents particular risks.

How Will The Labels Work?

The way the system operates depends on how an advertisement was created. For example, when advertisers use Google’s own generative AI advertising tools, AI disclosures are applied automatically within the My Ad Center panel.

However, businesses creating adverts using third-party AI tools will be able to indicate that generative AI was involved by using a new disclosure control provided by Google.

The company says it wants “to make managing AI disclosures as simple as possible for advertisers”, automatically adding disclosures where its own AI tools have been used while also allowing advertisers using external systems to identify AI-generated or AI-edited content themselves.

It should be noted that, in some countries, local regulations may also require AI labels to appear directly on advertisements rather than only within My Ad Center.

Opportunities (And Challenges)

There’s no doubt that generative AI has transformed the way advertising content can be created. For example, businesses can now generate highly realistic product images, promotional videos and marketing artwork without arranging expensive photo shoots or creating physical prototypes. AI can also modify existing images, replace backgrounds and generate entirely new scenes that appear convincingly real.

That creates significant opportunities for businesses, particularly smaller organisations that previously lacked access to professional creative resources. However, it also creates new challenges.

Consumers may increasingly struggle to distinguish between genuine photography and AI-generated imagery, particularly when advertisements depict products in idealised or entirely synthetic settings. Google, therefore, believes that greater transparency will help address those concerns.

Its support documentation explains that more advanced generative AI “can create content that resembles real people, places, or events”, making it increasingly important to provide users with additional context about how advertising content has been produced.

Part Of A Wider Push For AI Transparency

Google has already introduced several initiatives designed to increase transparency around AI-generated content, including embedding imperceptible SynthID signals into content produced by its own AI tools and requiring disclosure of synthetic or digitally altered content in election advertising.

The company also notes that existing advertising safeguards continue to apply regardless of whether AI has been used.

As Google explains: “We continue to prohibit misleading and deceptive ads, whether created with AI or not, to keep the platform safe for everyone.”

The latest announcement therefore represents less of a new advertising policy and more of an expansion of Google’s broader approach to AI accountability.

It also arrives as governments and regulators increasingly focus on AI transparency. In many parts of the world, businesses are likely to face growing expectations that AI-generated commercial content should be identifiable rather than indistinguishable from traditionally created material.

Building Trust In An AI World

Perhaps the most significant aspect of Google’s announcement is what it says about the future of digital trust.

Only a few years ago, AI-generated advertising was relatively easy to identify because images often contained obvious flaws or unrealistic details.

Today’s generative AI systems produce increasingly convincing content that can be difficult for many people to distinguish from genuine photography.

As that capability continues to improve, transparency may become just as important as creativity.

Rather than asking whether businesses should use AI in marketing, the conversation is increasingly becoming one of how openly they should communicate its use.

Google’s new labels suggest that AI disclosure could gradually become a normal part of digital advertising rather than an exceptional requirement.

What Does This Mean For Your Business?

For businesses, Google’s new labels should not be viewed as a warning against using AI in marketing. On the contrary, generative AI offers organisations of every size the opportunity to create professional-quality advertising more quickly and at lower cost than ever before.

However, the announcement also highlights that transparency is becoming an increasingly important part of digital marketing.

It seems that customers are now placing growing value on authenticity, while regulators and technology platforms are introducing new ways to identify AI-generated content. Businesses that embrace AI while remaining open about how it is being used are therefore likely to strengthen trust rather than undermine it.

The wider lesson here goes beyond advertising. As AI becomes embedded across customer communications, websites, images, video and marketing campaigns, organisations should expect transparency to become an increasingly important part of brand reputation. Google’s latest announcement suggests the future of AI-powered marketing will depend not only on creating compelling content, but also on ensuring customers understand how that content was produced.

Use Chrome To Send Someone Directly To The Important Part Of A Web Page

If you need to share a particular sentence or paragraph from a long web page, Google Chrome can create a link that takes the recipient directly to that section and highlights the relevant text.

This is useful for sharing technical instructions, online guidance, policies, supplier terms or lengthy articles without making the recipient search through the entire page.

How To Create A Link To Highlighted Text

On a computer:

– Open the relevant web page in Chrome.

– Highlight the exact text you want to share.

– Right-click the highlighted text.

– Select Copy link to highlight.

– Paste the link into an email, Teams message or document.

When the recipient opens the link in a compatible browser, the page should open at the relevant section with the selected text highlighted.

Why This Is Useful

Ordinary web links usually take someone to the top of a page, leaving them to find the relevant information themselves. Copy link to highlight makes sharing more precise by taking them straight to an important paragraph, instruction, clause or other piece of information.

One Thing To Be Aware Of

The feature may not work with all selected content. If the option is unavailable or the link doesn’t work as expected, send the normal page link and explain where the relevant section appears.

This simple Chrome feature can save time, reduce confusion and make it easier to direct colleagues and customers to the exact information they need.