AI in digital advertising
Artificial Intelligence (AI) is rapidly transforming every facet of the digital advertising industry. It produces creative at scale, optimises media in real time, predicts consumer behaviour with growing precision and with agentic tools plans, decides and acts on a user's behalf. At the same time, it is also transforming how consumers discover products, with AI assistants and answer engines mediating the path to purchase, changing 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
26.4m people used AI tools in April 2026
+2.4 million more AI users in the last three months
Claude.ai saw the greatest monthly audience growth from January (+232%)
Source: UKOM Ipsos Iris Online Audience Measurement Service, January 2026, all aged 15+ using PC/Laptop, smartphone or tablet devices 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
Watch on demand: AI in action: real stories, real impact
This webinar highlighted compelling use cases that revealed how businesses are harnessing AI to enhance campaign performance, streamline internal processes, and drive productivity
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"
As AI development accelerates, it’s argued that the industry must urgently focus on upgrading skills rather than simply chasing 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.