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