IAB Europe and Xaxis have released results of a pan-European survey to understand the current and future impact of Artificial Intelligence (AI) on digital advertising. Most of the 1,000 + respondents agreed with the statement that ‘AI will be the next industrial revolution’, with the potential to deliver instrumental change in the digital advertising industry.
However, there is work to do in terms of reliability and trust; respondents highlighted the key concerns facing AI in relying less on human control, and the ability to gain trustworthy insights.
It’s about maintaining a positive and productive balance between AI, a human workforce, and end customers, the study found.
- 80% viewed AI as the next industrial revolution.
- Almost 80% of respondents have a good understanding of AI. Intermediaries were the most confident in understanding AI with 91% somewhat or very confident. 80% of agencies said they felt confident in their understanding.
- AI has been seen to have had a positive impact/influence on business objectives. Nearly 50% of those surveyed felt AI improved productivity and increased competitive advantage.
- AI was seen to facilitate effective targeting and was able to enhance digital advertising objectives – right person, right place, right time. Indeed, better targeting was cited by 61% of agencies; 43% of publishers and 53% of intermediaries. Further, identifying better-qualified users/audience was cited by 30% of advertisers; 55% of agencies; 40% of publishers and 42% of intermediary stakeholders.
- Respondents highlighted the key concerns for the future of AI as relying less on human control (47%) and gaining trustworthy insights (55%).
A thriving digital ecosystem depends on advertising powered by innovation, creativity and efficiency. We are pleased to have worked with Xaxis on this research which highlights that the application of Artificial Intelligence in digital advertising can deliver better targeting, optimisation and business growth.