Today,(April 30th, 2024) IAB Europe, in partnership with Microsoft Advertising, released their first research study on Generative Artificial Intelligence (Gen AI) in digital advertising. This research provides valuable insights into the rapid adoption, diverse applications, and pressing educational needs surrounding Gen AI.

This survey leveraged IAB Europe’s network of national IABs and corporate members across Europe and received 146 respondents, with nearly half of respondents having over 10 years of experience working in the digital advertising industry across a variety of departments and markets in Europe.

Generative AI (Gen AI) is set to revolutionise digital advertising by automating tasks, personalising content, and driving data-driven decisions. The study shows strong adoption with 91% of respondents already using or experimenting with Gen AI. 41% of respondents said that they have a specific budget assigned to experiments with and using Gen AI, whilst half are fostering AI talent within the team (e.g. upskilling current teams and hiring new talent). Additionally, almost one-third said that their company is providing dedicated days and time for team members to learn about AI. 

Beyond operational streamlining, professionals are increasingly leveraging Generative AI for content creation and creative endeavours. More than two-thirds said they were using Gen AI within their business to develop content followed by half of respondents using it to develop creatives. 

The study also highlights a clear demand for enhanced education within the industry, with 89% of respondents calling for more training initiatives. Additionally, it emphasises the importance of transparency and trust, as stakeholders navigate the integration of AI technologies into their workflows.

Commenting on the study, Marie-Clare Puffett, insights & industry development director of IAB Europe said, “As the digital advertising landscape evolves, embracing Gen AI is essential for staying ahead of the curve. By addressing the educational gaps and fostering transparency, stakeholders can harness the full potential of this innovative technology. This month, IAB Europe launched a new Gen AI Working Group which aims to foster a collaborative and informed community, and empower stakeholders across the digital advertising ecosystem with the knowledge, resources, and support necessary to navigate the evolving landscape.”

Mascha Driessen, Microsoft Advertising's Europe regional vice president, added "This research demonstrates that adoption is rising, and it's exciting to see the impact that Generative AI is already having on creativity, productivity, and performance. At Microsoft Advertising, we believe that these innovations will help everyone, everywhere, across the advertising ecosystem to achieve more than we ever imagined. However, it will take a focus on learning, experimentation, and partnership to tap into the transformative power of Generative AI."

For more information and to access the full report, visit the IAB Europe website here.