The IAB's State of Data 2025 report reveals that only 30% of agencies, brands, and publishers have fully integrated AI into their media campaign processes. While half of the remaining organizations expect to adopt AI by 2026, many lack a clear strategic roadmap, and a substantial percentage express concern over transparency in AI utilization. Data quality, fragmentation of AI tools, and protection issues remain significant barriers to successful AI adoption in the industry, although there is a satisfaction rate of 70% among early adopters in achieving operational goals.
The industry isn't taking full advantage of what AI can do now. It can build media plans, generate audience segments, select media partners, forecast performance, and even use synthetic or 'fake' data to enhance marketing mix modeling and sales attribution.
A half of brands are concerned about a lack of transparency into how agency and publishing partners use AI on their behalf.
Nearly two-thirds of those queried cite the quality of the data being used and produced, the protection of that data and fragmentation among disparate AI tools as top barriers.
Seventy percent of agencies and publishers state that AI tools meet or exceed their expectations for driving time, cost savings and resource goals.
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