AI in ads: what's working?

AI is no longer an emerging trend – it’s here, embedded in our workflows, reshaping the way we plan, create, buy and measure advertising. But with adoption accelerating, what’s actually working? Where are the friction points? And what does our industry need next? 

To explore this, we gathered together IAB members from across the digital advertising ecosystem for a morning of discussion and expert panels – operating under Chatham House Rules to enable the sharing of open, honest views. We also launched AI Compass at the event – our new report designed to help the industry navigate the evolving role of artificial intelligence in digital advertising, with practical insights, guidance and recommendations. 

Here are five of the biggest takeouts from the day... 

1. AI is freeing us up – but not phasing us out 

There was broad agreement that AI is delivering real value – from helping creative teams scale production, to saving time on admin, improving workflows and personalising campaigns at pace. But while the tech is powerful, it still needs a human hand. 

Across the board, attendees emphasised the enduring importance of human oversight. Many described how teams are moving from “creators to editors”, using AI to do the heavy lifting but stepping in to refine outputs and make strategic decisions. The consensus? AI is a brilliant tool but it’s not a substitute for experience, instinct or imagination. 

2. We need to make space to experiment &learn 

The most successful adopters of AI aren’t the ones with the flashiest tools – they are the ones with a clear internal culture of experimentation. Creating room to test, explore and even fail is seen as crucial to meaningful AI adoption. 

From training sessions on better prompting, to AI “champions” embedded in teams, the emphasis during discussions was on giving people permission to play. One standout point: while many companies already have the tech in place, it’s not always being used. What’s missing isn’t capability – it’s confidence, time and shared understanding. 

3. The hype is real, but so are the hurdles 

For all the optimism, attendees didn’t shy away from AI’s growing pains. Among the key challenges raised: 

• Difficulty writing good prompts
• A crowded and fast-moving regulatory landscape
• Uncertainty around copyright and IP
• Concerns about AI-generated overload (i.e. how do we sort through all this stuff?)
• The risk of skipping human input entirely 

There were also deeper reflections on the long-term impact of AI, particularly for entry-level roles. If junior positions disappear, who trains to be tomorrow’s leaders? It’s a tension the industry will need to reckon with. 

4. Sustainability, supercharged 

One of the more unexpected but exciting insights? AI’s potential to support sustainability goals. From route optimisation that cuts fuel usage to leaner, data-driven supply chains, AI is already helping some businesses reduce their environmental impact. The ability to operate more efficiently – with less waste – could become one of AI’s biggest long-term wins. 

5. Industry collaboration is essential &expected 

If one theme ran through every breakout and panel, it was this: no single company or team has all the answers. Attendees called for more spaces like this one – where open conversation, real-world examples and shared experiences can drive progress together. 

There was a clear appetite for myth-busting resources, practical frameworks and cross-industry coordination – with a strong call for IAB UK to play a leading role in bringing people together and demystifying AI’s real-world applications. 

Want more? 

Explore the insights, recommendations and real-world examples from our new report, AI Compass.