AI in digital advertising
Artificial Intelligence (AI) is not new to digital advertising, but it is rapidly transforming almost every facet of our industry. It can generate creative, optimise ad placements and predict consumer behaviour at scale. At the same time, it is also transforming how consumers discover products – recalibrating how advertisers resonate with people in a world where AI is fast becoming the ultimate content curator. At the IAB, we have three core priorities when it comes to AI:
• To enhance our shared understanding of how the technology is being used effectively today
• To spotlight future opportunities so that our members are not only prepared for what’s next, but primed to succeed
• And, finally, to foster collaboration among our membership to share and strengthen best practice as AI evolves
• 44% of time spent on AI tools occurred during work hours in August 2025*
• The top three uses of AI at work are generating ideas (44%), looking up information (41%) and creating written content (39%)**
• 74% of those who used GenAI at work think it boosted their productivity a fair amount or a great deal**
Source: Ipsos iris UK Online Audience Measurement Service, UKOM endorsed; **Deloitte Digital Consumer Trends UK 2024 report, click here for more information
IAB Insights
IAB members can explore our flagship research on AI, bringing you clear insights into its impact on digital advertising
IAB Compass: Navigating AI
Explore how artificial intelligence is reshaping digital advertising from creative workflows to governance. With practical insights on data, Gen AI, and search disruption
Futurescape: AI revolutionises brand discovery
Check out IAB Futurescape’s AI chapter to explore how it will reshape ad spend, search, and content discovery by 2030 – opening up new opportunities for brands and redefining consumer journeys
Watch on demand: What AI really means for digital advertising today
This webinar brought together Futurescape and Compass insights to cut through the hype on AI, examined the reality in our industry and gave members practical takeaways for their strategies
Resources
Cut through complexity with resources designed to decode AI and its impact across the industry
IAB Tech Lab on LLM ingestion & content monetisation
Explore how IAB Tech Lab is developing protocols to govern large language model ingestion, establishing standards that safeguard publisher content and enable sustainable monetisation in the AI era
Jargon Buster
Use our Jargon Buster to quickly navigate AI terms, understand their relevance, and feel confident when discussing new technologies
The Impact of AI on Digital Advertising Report
IAB Europe’s first AI Impact survey reveals widespread adoption, growing investment, and uneven governance, highlighting opportunities, challenges, and market expectations shaping AI’s role across the ecosystem
"If we’re to bring everyone along as part of the AI revolution, more people need to be equipped with the skills to use AI tools confidently and effectively"
Our Chief Strategy Officer James Chandler argues that as AI development accelerates, the industry must urgently upgrade skills, not simply chase the headlines
AI x The IAB UK Podcast
How can publishers thrive in the AI ecosystem?
Cath Waller (Immediate Media) & George McMahon (UM) join Sophia Haynes to explore AI tools, journalism, IP protection & consumer trust
Learn more
How to win back your week with AI
James Chandler hosts Natalie Monk (Dentsu), Indy Lehal (Google) & James Murray (Microsoft) on AI boosting productivity, neurodiversity & smarter work
Learn more
Futurescape: AI & wearables revolutionise discovery
James Chandler with Phil Rowley (OMG) & Shruti Dube (Meta) on augmentation, data trust, wearables & freeing marketers for creativity
Learn more
AI in Practice: Campaigns, case studies & more
Discover how emerging AI technologies are being applied across digital advertising, with case studies, award-winning campaigns and insights direct from our members
AI insights from IAB members
Discover how our members are driving AI innovation in digital advertising with insights, podcasts, case studies and events in the IAB Member Vault
O2’s AI scam buster wins Joy of Digital Award
O2’s AI character Daisy, built by VCCP’s AI agency Faith, stalls fraudsters for up to an hour with rambling tales of knitting, grandchildren and scone recipes.
Dates for your diary
IAB UK events cut through the clutter, offering real expertise, practical takeaways and future-focused ideas to help the industry put innovation into action
IAB Techtonic
Join us at our ad tech focussed event, where the brightest minds in digital advertising will come together to explore the innovations redefining the industry, from the rise of retail media to breakthroughs in TV+ and omnichannel strategies
Webinar: To AI and beyond: forecasting the next frontier in digital advertising
This exclusive virtual session will explore the future of AI in our industry with Dr. Daniel Knapp, Chief Economist at IAB Europe. Expect perspectives on emerging technologies and market shifts to the evolving role of data, creativity, and strategy