Public interest in artificial intelligence (AI) has perhaps never been stronger. Though both consumer and B2B applications of AI have been on the market for many years, the emergence of generative tools such as ChatGPT, Stable Diffusion, and Midjourney have thrust the field into the limelight.

In turn, intrigue towards machine learning (ML) and AI has had a truly dramatic impact on public markets. By April 2023, excitement around AI had driven a USD$4tn (£3.3tn) surge in tech stocks, more than six times the combined market cap of the seven largest publicly-traded media companies.

To that end, in this Insights & Attitudes report, produced in association with StackAdapt, we examine how AI tools are being used by agency and brand marketers across Europe, the impact of these solutions upon performance, and how their usage is set to evolve over the next five years. Specifically, we explore:

• Practical applications of AI and ML within advertising
• How the use of AI is affecting marketing performance and ROI
• Effect of AI-based targeting on advertising waste
• Benefits and challenges associated with ML and AI in advertising
• Evolution of AI adoption

Download the report