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
Gen AI use in the workplace
• 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 Compass: Navigating AI
IAB UK’s latest Compass report explores how artificial intelligence is already reshaping digital advertising – from creative workflows to ethical governance. With practical insights and recommendations, it’s designed to help advertisers, agencies and platforms cut through the hype and focus on what matters most right now.
Covering everything from data quality to the rise of Gen AI and disruption in search, the report offers a clear-eyed view of the challenges and opportunities ahead. Whether you're just starting to test AI tools or already embedding them in your strategy, AI Compass is your go-to guide for navigating the next era of digital.
AI in advertising - what's working?
Catch up on the five key takeouts from a morning of forward thinking discussion all around AI in action. We gathered together IAB members from across the digital advertising ecosystem as well as expert panelists to enable the sharing of open, honest views around what's working, the friction points and what does our industry need next?
IAB Tech Lab’s LLM content ingest API
This document from IAB Tech Lab provides a proposed framework for how publishers can monetise their content, and brands can manage their content, through AI-driven platforms. It also explores ways to address the decline in traffic to publisher websites and apps.
The year is 2030. AI revolutionises brand discovery
By 2030, IAB UK's Futurescape Barometer predicts that ad spend with Gen AI platforms is likely to reach £3.34 billion, rising to £6 billion if there is faster than anticipated development and uptake of ad solutions. At the same time, AI is expected to account for a significant share of ad spend in Search as AI-powered services and personal assistants streamline consumer journeys and aid planning. Dive into more findings from the research now.
The IAB UK Podcast: How can publishers thrive in the AI ecosystem?
As AI continues to transform the media landscape, how can publishers stay true to their mission of delivering trusted journalism? Listen to a dynamic exploration of how leading voices in publishing are embracing innovation, adapting to disruption, and uncovering new strategies to ensure quality journalism not only survives but thrives in the new AI landscape.
How to win back your week with AI
Listen to a live recording from February’s Last Thursday Club on The IAB UK Podcast with dentsu UK, Google and Microsoft Advertising. We explored how AI can enhance productivity, support neurodiversity and enable professionals to be more successful in their roles.
Our members on AI
The Member Vault offers a wealth of insights, podcasts, case studies and events from IAB UK members highlighting creativity and innovation in digital advertising - explore thought leadership and content around the latest trends and developments in the world of AI via the Member Vault now.
IAB UK Jargon Buster
Check out our Jargon Buster to quickly get to grips with AI terms and make sense of their role in digital advertising.
When AI took centre stage at Engage
Catch up on all the action from our AI-themed Engage in 2023. Speakers explored the impact, opportunities and what digital advertisers need to know about this game-changing technology. All sessions are available to watch on-demand now as well as key takeaways and thought leadership from sponsors.
O2’s AI granny wins our Joy of Digital Award
Created using generative AI by VCCP’s AI agency Faith, O2's AI character Daisy can keep fraudsters on the line for a whopping 45 minutes to an hour with meandering monologues about knitting, grandchildren and the best way to bake a scone.
Find out more about the Joy of Digital Award and past winners here.