Generative AI (Gen AI) is revolutionising digital advertising by automating tasks, personalising content, and driving data-driven decisions. The study reveals 91% of respondents already using or experimenting with Gen AI.
Professionals are leveraging Gen AI for content creation and creative endeavors. More than two-thirds use it to develop content and half for creatives, showcasing its diverse applications in digital advertising.
There is a clear demand for enhanced education in the industry, with 89% of respondents calling for more training initiatives. Transparency and trust are crucial as AI technologies integrate into workflows.
Marie-Clare Puffett from IAB Europe emphasizes the importance of embracing Gen AI for staying relevant as the digital advertising landscape evolves.
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