How to disclose AI-generated content?

Why AI Disclosure Matters

As a CMO, transparency about AI-generated content is no longer optional—it's becoming a legal and ethical requirement. The FTC has signaled that material AI use in marketing must be disclosed, and platforms like Google, Meta, and TikTok are implementing AI labeling requirements. Beyond compliance, audiences increasingly expect honesty about content creation methods. Failing to disclose can damage brand credibility and trigger regulatory action.

FTC Requirements for AI Disclosure

The Federal Trade Commission treats AI use as a material fact that must be disclosed when it could affect consumer decisions. Key guidelines:

• Advertising: If AI generates ad copy, images, or testimonials, disclose prominently in the ad itself
• Placement: Disclosures must be "clear and conspicuous"—not buried in fine print
• Scope: Applies to AI-generated content that replaces human creation (e.g., AI-written product descriptions, deepfake testimonials)
• Enforcement: The FTC has already fined companies for undisclosed AI use in endorsements and marketing claims

Where to Place AI Disclosures

Blog Posts & Articles

• Add a disclosure at the top: "This article was written with AI assistance" or "AI-generated with human editing"
• Specify the level of AI involvement (fully generated vs. edited)
• Example: "Drafted with ChatGPT, edited and fact-checked by our team"

Social Media Content

• Use hashtags: #AIGenerated, #CreatedWithAI
• Add captions or alt-text: "AI-generated image" or "AI-assisted copy"
• Pin a disclosure comment on high-performing posts

Images & Visual Content

• Label AI images in metadata or captions
• Platforms like Instagram, TikTok, and YouTube now auto-detect AI images—add your own label to stay ahead
• For product photos: "AI-enhanced" or "AI-generated mockup"

Email Marketing

• Include a line in email footers or headers if using AI for subject lines or body copy
• Example: "Subject line optimized with AI"

Paid Advertising

• Disclose in the ad creative itself (not just the landing page)
• For video ads: Add text overlay or voiceover disclosure
• For image ads: Include disclosure in the image or ad copy

Disclosure Language Examples

Minimal AI Use:

• "AI-assisted" (implies human-led creation)
• "Edited with AI tools"

Moderate AI Use:

• "AI-generated with human review"
• "Created with AI, fact-checked by our team"

Full AI Generation:

• "Fully AI-generated"
• "Generated by [tool name], reviewed by our team"

Platform-Specific Requirements

Google

• Requires disclosure of AI-generated content in search results
• Helpful Content Update penalizes undisclosed AI content
• Recommendation: Mark AI content in your CMS metadata

Meta (Facebook, Instagram)

• Automatically labels AI-generated images
• Requires disclosure in ad library for political/sensitive ads

TikTok

• Mandates "Made with AI" labels for AI-generated videos
• Applies to deepfakes and synthetic media

LinkedIn

• Best practice: Disclose AI use in professional content
• Particularly important for thought leadership posts

Best Practices for AI Disclosure

Be Specific: Don't just say "AI-generated." Specify the tool (ChatGPT, Midjourney, etc.) if relevant, and the extent of human involvement.

Be Upfront: Place disclosures where audiences see them first, not buried in terms of service.

Be Consistent: Develop a disclosure standard across all channels and stick to it.

Document Your Process: Keep records of which content was AI-generated and how it was edited. This protects you in regulatory audits.

Distinguish Levels of AI Use:

• AI for research/ideation only = minimal disclosure needed
• AI for drafting/generation = clear disclosure required
• AI for final output = prominent disclosure required

Compliance Checklist

• [ ] Audit all marketing content created in the last 12 months for AI use
• [ ] Add retroactive disclosures to existing AI-generated content
• [ ] Create a disclosure template for your team
• [ ] Train marketing staff on FTC requirements
• [ ] Update your brand guidelines to include AI disclosure standards
• [ ] Set up a review process before publishing AI content
• [ ] Monitor platform updates for new disclosure requirements
• [ ] Document AI tool usage for compliance records

Tools & Systems for Managing Disclosures

• Content Management Systems: Add a custom field for "AI-generated" status
• Canva, Adobe Express: Use built-in AI disclosure features
• ChatGPT, Claude: Include disclosure in your prompt workflow
• Compliance Software: Tools like Sprout Social and Hootsuite now flag AI content

Bottom Line

AI disclosure is now a legal requirement under FTC guidance and a trust-building practice with audiences. Place clear, upfront disclosures on all AI-generated content—specify the tool and level of human involvement—and document your process for compliance. As regulations tighten in 2025, proactive disclosure protects your brand from penalties and maintains audience credibility.