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The research study conducted by IAB Europe and Microsoft Advertising delves into the realm of Generative Artificial Intelligence (Gen AI) in digital advertising. With insights gathered from 146 respondents across Europe, the study sheds light on the widespread adoption and varied applications of Gen AI in the industry. It highlights the pivotal role of automation, personalization, and data-driven decision-making that Gen AI is poised to play in revolutionizing digital advertising.
The study reveals a significant uptake of Gen AI, with 91% of respondents already incorporating or experimenting with the technology. Notably, professionals are allocating specific budgets for Gen AI initiatives and investing in AI talent development within their teams. Moreover, Gen AI is being harnessed not just for operational efficiency but also for content creation and creative pursuits. The findings underscore the industry's call for enhanced education and the importance of transparency and trust in integrating AI technologies effectively.
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