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Can you use AI-generated images in ads? What is allowed?
Atualizado em 22 de julho de 2026
You can use it, with two conditions: follow the labeling policy of the platform in effect on the day the ad runs, and apply ethical judgment, meaning never use AI to simulate a real person without authorization, fake a product feature that does not exist, or create a false expectation. Allowed does not mean indifferent.
What platforms require
Meta and Google keep their own policies for AI-generated content, with transparency requirements that vary by format and by ad category. Sensitive topics get stricter treatment: since January 2024, Meta requires ads about social issues, elections or politics to disclose when they use realistic image, video or audio created or altered by AI (policy published on Meta's own transparency site). For regular commercial ads the rules are less strict, but they change often, so the operational recommendation is a single one: before running the campaign, check the policy center of the platform that will run it. What was optional last year can be mandatory today, and responsibility for the ad always falls on the advertiser.
Our practical ethical rule
Regardless of what the platform allows, we apply four filters before any AI image goes into an ad:
- Real people: never generate the face of an identifiable person without authorization, nor create a testimonial or persona pretending to be a customer. A real person appears with consent.
- Real product: AI can create the setting, the mood and the context, but the advertised product needs to be the product that exists. A render of an undelivered property needs to be labeled as an illustration.
- Honest expectation: the image cannot promise a result the product does not deliver. If the photo sells a reality the store does not confirm, the problem is not legal, it is reputational.
- Labeling: when the platform asks for AI content marking, we mark it. When it does not ask, we assess case by case, leaning toward transparency whenever the image could be mistaken for a real photo of a product or a person.
This rule also applies to video. On where AI shines and where real filming still wins, we detail it in the answer about video made with AI. And to avoid the generic look that lazy automated production delivers, it is worth reading our guide on AI content that does not look like AI.
In practice, in the countryside
In our operation in Birigui, we have used AI in real production for years, with our own infrastructure and human direction on every piece, and the ethical filter above is standard, not the exception. For retail and real estate clients in the region, the most common use is setting and concept: the environment around the product, the campaign mood, the imagination a regular photo cannot reach. The product, the person and the promise stay real. It is the same criterion we apply in our AI production work: technology serving the brand's truth, never replacing it.
If your company wants to use AI in ads and needs a clear rule to avoid missteps, we design that policy together with you. Just message us on WhatsApp.
Perguntas relacionadas
Can an ad with an AI-generated image get rejected?
It can, depending on the content and the ad category. Sensitive topics have stricter transparency rules, and each platform's policies change often, so check the official documentation before running the ad.
Do I need to disclose that the ad image was made with AI?
In many situations platforms require or recommend labeling AI-generated content, and some detect and label it automatically. Even when it is not mandatory, being transparent protects trust in your brand.