403 Forbidden ImagePullBackOff

im using cloudbuild pipeline to deploy some k8s app to gke cluster and im getting this error from the pods after build passed:
failed to authorize: failed to fetch oauth token: unexpected status from GET request to ***artifact registry***: 403 Forbidden.
i created a service account with enough permission and attached it to my k8s deployment but it didn't help.
i tried to pull the image locally and first try it failed i checked my artifact registry and saw that i need to configure it and it worked 2nd time.
this is a gke autopilot cluster.
what should i do further to solve this matter?