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The creator economy is maturing rapidly, but the processes, standards and shared understanding between creators and advertisers haven't always kept up It was often considered a side channel: a few sponsored posts, a line item near the bottom of the media plan. Now it is a core part of how brands build relevance, trust and authenticity, particularly in an age of AI generated content, where creators' personalities offer a human counterweight that generated content alone can't replicate. At May's...

AI-driven advertising spend in the UK is forecast to hit approximately £18bn by 2030, representing around 32% of total digital ad spend, according to a new industry report from IAB UK. The State of AI in Advertising: Charting the Shift from Automation to Autonomy examines how generative and agentic AI are reshaping the advertising ecosystem, from creative production and search to programmatic trading and commerce. The study finds the market is rapidly moving beyond first-generation automation...

AI is no longer a future trend for advertising, it’s a structural shift already reshaping how brands grow, create, compete and earn trust. That was the defining theme running through this year’s IAB UK AI Growth Summit, where leaders from across advertising, media, technology and creative industries gathered to explore what happens as AI moves from experimentation into operational reality. Across the day, conversations moved well beyond productivity gains and automation. Instead, the focus...

IAB UK today announces the launch of its new Creator Qualification, an industry-backed training programme designed to help content creators navigate advertising rules, build stronger brand partnerships, and protect audience trust. Hosted by creator and broadcaster Riyadh Khalaf, the qualification is part of the EASA AdEthics programme, developed with input from the Advertising Standards Authority (ASA), the UK’s advertising regulator. The launch marks a landmark moment for the UK’s creator...