Google is introducing a new feature that leverages AI to enhance Shopping Ads with automatically generated background images. This test aims to increase the visual appeal of product listings and potentially drive more sales for advertisers.

According to a recent announcement, Google plans to temporarily roll out this feature for selected accounts.

The generated backgrounds will be designed to complement products and provide a more engaging shopping experience. Importantly, the core product images themselves will remain unaltered, with AI solely focusing on adding relevant, visually appealing scenes in the background.

To maintain quality, all AI-created images will undergo human review before appearing in ads. However, advertisers who prefer not to participate in this test can opt out through their Merchant Center accounts.

While Google positions this as a step toward improving ad performance, some advertisers have expressed concerns.
The lack of control over how AI-generated creatives align with brand guidelines is a notable point of discussion. As Anu Adegbola highlighted in Search Engine Land, advertisers have historically been cautious about AI’s ability to reflect their brand identity accurately.

For those included in the test, this could be an opportunity to explore whether AI-generated enhancements truly improve click-through rates and conversions. For others, opting out might feel like a safer route to maintain brand consistency.