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
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.
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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.
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.
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.
