Google says its Gemini AI models are helping stop harmful ads before Australians see them, with 438.6 million ads removed and 594,000 advertiser accounts suspended in Australia in 2025.
The company said its latest ad safety systems are improving scam detection and speeding up enforcement, as bad actors use generative AI tools to create deceptive ads at scale.
What Google says Gemini is doing
According to Google, Gemini-powered tools helped its global systems catch more than 99 per cent of policy-violating ads before they were served in 2025.
The company said its models analyse hundreds of billions of signals, including account tenure, behavioural cues and campaign patterns, to detect threats earlier and with greater precision.
Google said that differs from older keyword-based systems because newer models are better able to understand intent, including when ads are designed to evade detection.
Australia figures and global enforcement
In Australia, Google said 438.6 million ads were removed in 2025 and 594,000 advertiser accounts were suspended.
Globally, the company said it blocked or removed more than 8.3 billion ads and suspended 24.9 million accounts. That included 602 million ads and four million accounts linked to scams.
Google also said advertiser verification remains a key part of its ad safety approach. In 2025, it said 98 per cent of ads seen in Australia came from ID-verified advertisers.
Faster reviews and fewer incorrect suspensions
Google said Gemini is also helping review ads faster at the point of submission. By the end of 2025, the majority of Responsive Search Ads created in Google Ads would be reviewed instantly, with harmful content blocked before it could run.
The company said it plans to expand that capability to more ad formats this year.
Google also said Gemini improved its processing of user feedback, helping teams act on more than four times as many user reports in 2025 as the previous year.
It said the added nuance in its systems helped reduce incorrect advertiser suspensions by 80 per cent last year, allowing it to focus on harmful content while limiting disruption for legitimate businesses.
Keerat Sharma, vice president and general manager, Ads Privacy and Safety, said: “Our safety teams work around the clock to stop bad actors that use increasingly sophisticated, malicious ads.”
Sharma said Gemini-powered tools had “dramatically improved” Google’s ability to detect and stop bad ads, and that the company was continuing to evolve its defences to keep pace with increasingly advanced scams.
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