Google Ads now allows advertisers to generate realistic AI images of humans

Artificial intelligence tools for digital advertising continue to evolve, with Google Ads leading significant developments in automated creative content generation. In February 2025, Google expanded its AI capabilities to allow advertisers to generate realistic images of adult humans for various campaign types.

Core functionality expansion: Google Ads has integrated Imagen 3 AI technology to enable text-prompted generation of human images across Performance Max, Demand Gen, Display, and Apps campaigns.

• The system can create diverse adult human images based on specific text descriptions and demographic details
• Built-in safeguards prevent generation of branded products, celebrities, politicians, minors, or sensitive content
• All AI-generated images include SynthID tags for transparency and authenticity verification

Key features and controls: The new tools provide advertisers with granular control over image generation while maintaining quality standards.

• Advertisers can specify detailed characteristics including age, gender, race, ethnicity, and nationality
• Users can generate multiple variations and refine prompts until achieving desired results
• A feedback system allows advertisers to hide unsuitable images and help improve the AI’s output
• All generated images require explicit approval before campaign deployment

Asset optimization capabilities: Google has implemented additional features to enhance campaign effectiveness through data-driven creative recommendations.

• Asset-audience recommendations identify visual themes that resonate with specific target audiences
• The system suggests elements like nature or ocean scenes based on performance data
• AI-generated image suggestions will be introduced to help refresh campaign creative without manual asset creation
• A new beta program targets retailers running product feed campaigns with limited creative assets

Implementation context: The AI image generation tool allows practical applications across various advertising scenarios.

• Businesses can create contextual lifestyle imagery, such as cooking instructors generating visuals of people preparing meals
• The system enables rapid creation of diverse, demographically appropriate visuals for different campaign targets
• Automated recommendations help optimize creative assets based on audience engagement data

Looking forward: While Google’s AI image generation capabilities mark a significant advance in automated advertising creative, questions remain about how these tools will impact traditional creative processes and the role of human designers in digital advertising. The technology’s success will likely depend on its ability to consistently generate authentic, engaging visuals that meet brand standards while navigating complex ethical considerations around synthetic media.