We didn’t even plan to pay attention to this news. Honestly, there’s way more exciting stuff happening. We’re so used to companies sprinkling AI magic on old tools like it’s seasoning on fries.

We’ve said it before and we’ll say it again: it’s not a bad thing. Companies should add AI where it makes sense. It should make using their tools easier and give customers a better experience.

So we didn’t think much of it—until two words caught our attention: Brand Safety.

Safety??? In ad campaign management??

We don’t use Google Ads every day ourselves, so we raised an eyebrow... and started digging. Buckle up—it actually gets interesting.

What Is Google Saying?

Google has added AI summary tools and brand safety controls to its ad platform. That means advertisers can now use AI to help generate their Search campaigns (in more languages too—hello French, German, and Spanish) while also getting better control over where those ads end up.

Google’s message is basically:

“Let AI help you write it. And don’t worry—we’ll also try to make sure your ad doesn’t land somewhere awkward.”

The Safety Message: What Does That Really Mean?

When Google says "brand safety,” they mean: we’ll try to keep your ad out of places that could damage your reputation.

Wrong place =

• A violent video

• A weird conspiracy podcast

• An article that completely goes against your brand’s vibe

Google’s saying their AI tools can now help avoid that.

In human words:

“Your ad won’t become best friends with a scandal.”

That’s where it actually gets interesting. Because... wait a second—this isn’t a new tool. AI in Google Ads isn’t new. And since we’re big fans of Gemini (yes, Google’s own LLM—we love it), we were like: didn’t they already do this?

So what’s new here?

Past Encounters (a.k.a. We Pulled Out History)

Why the sudden safety glow-up? Because things went wrong before.

• Reports (like the one from Adalytics) showed that ads were popping up in the wrong places—including websites with inappropriate or sketchy content.

• Brands weren’t happy. Some had no idea where their ads were going.

• AI was involved, but clearly not doing a great job of protecting the brand.

So now? Google is turning that into a selling point.

Let’s be real: they just made it more sophisticated.

Wink wink—it used to be kind of dumb. And honestly? Brand safety should’ve been priority #1 if you “work” for Google Ads.

We’re joking (a little). We know it’s a massive data problem. But still—as users, that’s a big deal.

Hopefully this time it’s fixed.

🤞 We’re crossing our fingers.

Bottom Line:

As of now, there’s no official info about whether these new features are:

• Limited to big-budget accounts

• Restricted to specific industries

• Only available in certain countries

You probably need to talk to your account manager.

What we do know: They’re rolling out. And you should definitely keep an eye on where your ads go.

If anyone reading this has used this new AI feature from Google Ads—drop us a comment. Share your tips. Let’s learn from each other.

The Frozen Light Perspective:

Let’s be honest: AI in ads sounds great until your brand ends up sponsoring a llama fashion show livestream.

Google is saying, “It’s safe now.” And maybe it is. But if history taught us anything, it’s this:

When AI gets creative with your brand, you better be watching.

The tools are better. But they still need humans with taste, judgment, and a very clear sense of:

“Nope. Not that.”

So yes, let AI write your ad—because trust us, your competitors already are.

Yes, let it help pick your placements. But also... Check that it didn’t park your toothpaste ad next to a 3-hour video essay about ancient alien lizard kings.

This update is a step forward. But it doesn’t mean you can sleep on it.

Frozen Light. Still watching. Still laughing. Still wondering why that llama was wearing boots.

You can read more about here .