AI transparency and AI-generated creatives in Criteo GO
Regulators in several markets now require extra transparency when ads use content that is generated or materially modified with artificial intelligence (AI). This is particularly relevant when your Criteo GO campaigns include:
AI-generated or heavily AI-edited images or product visuals
AI-generated or materially edited video
AI-synthesized or cloned voices
Synthetic or AI-generated people who could be mistaken for real individuals
Some jurisdictions also impose specific consent and disclosure requirements when you use an AI-generated or digitally replicated likeness, voice, or performance of a person.
This article explains, at a high level, how responsibilities are shared between you and Criteo when you use Criteo GO with AI-affected creatives.
This information is for general guidance only and is not legal advice. Please consult your own legal counsel about how these rules apply to your business, markets, and use cases.
Who is responsible for what in the context of AI transparency
Tool/model providers
Build AI systems and ensure their outputs can carry technical signals (for example, provenance metadata) so that AI-generated or AI-modified content can be detected.
The advertiser or agency using Criteo GO
You are the deployer. You can decide when and how to use AI content in your campaigns, and you are responsible for:
Obtaining any necessary rights and consents, and
Applying any required visible disclosures or labels for end users under applicable laws and platform policies.
Criteo
Criteo is the advertising platform and service provider in this scenario.
Criteo will support transparency by:
Preserving and surfacing AI-related signals where Criteo serves ads, and
Labelling creatives that Criteo’s tools generate or materially modify with AI on the surfaces it controls, in line with applicable requirements.
Criteo does not replace your legal obligations as the deployer.
What is required of you
When you use AI in creatives that run in Criteo GO, we recommend that you:
Identify where AI is used
Keep track of any creative assets uploaded into GO that were generated or materially modified using AI, including:
Synthetic or AI-generated people
AI-generated or heavily AI-edited images or product visuals
AI-modified video
AI-synthesized or cloned voices
Secure rights and consent
Ensure you have appropriate rights and consent for any AI-generated likenesses, voices, or performances, especially when a real person’s identity or image is involved.
Apply required disclosures
Where your legal team considers it necessary, add clear AI-related disclosures to your ads before you run them (for example, labels such as “AI-generated”, “AI-modified,” or “This ad contains a synthetic performer”, depending on the market and use case).
Align with your legal counsel
Confirm with your legal counsel how AI transparency and consent rules apply to:
Your business and brands
The countries you target with GO
Your specific creative workflows and tools
How Criteo GO handles AI-affected creatives
Criteo GO is designed as a self-service product, with built-in behaviour and guardrails to best support your needs.
Respecting your disclosures and metadata
When you use creatives or catalog content in GO that carry AI-related disclosures or machine-readable provenance, Criteo’s direction is to preserve and respect these signals in our systems and ad delivery, rather than stripping them.
Creatives generated or edited with Criteo tools
Where GO or integrated services are used to generate or materially edit creatives (for example, AI-assisted images, video, or copy within GO), Criteo applies and preserves relevant AI labels on the surfaces it controls, in line with applicable requirements.
Criteo will not knowingly serve creatives that appear to violate AI-related transparency or consent rules and may pause delivery of non-compliant assets.
Ongoing improvements
Criteo is evolving GO so that it becomes easier to indicate when a creative is AI-generated or AI-modified, and ensure that AI-related signals are handled consistently across GO campaigns.
These improvements are intended to reduce manual effort for you and provide a clearer, more consistent framework for handling AI-related content over time.