70% Of Media Companies Not Fully Using AI, IAB Report Finds

The latest IAB’s “State of Data” report shows that despite recognizing its capacity, 70 % of agencies, brands and publishers have not yet fully integrated their campaigns.

Take a look at this study, which examines the current use of AI in the ad, adoption challenges and success opportunities.

The current state of adopting AI

A Report Interactive Advertising Bureau (IAB) surveyed more than 500 experts and found that the use of AI varies throughout the industry:

• 30 % of companies have implemented AI in their media campaigns.
• Agencies (37 %) and publisher (34 %) are more advanced in the use of AI than brands (19 %).
• Half of the companies who have not adopted the AI ​​plan to do so by 2026.
• Most organizations (85 %) are using ordinary AI tools, while low customs solutions (45 %) or proprietary tools (24 %).

An SVP from an unknown brand described in the report:

“We are showing a slowdown in fully implementing the AI ​​in our daily process. Unless it is a social routine with a long track record of expanding success, we want to go to ‘all’.”

AI ideas

Usually companies using AI have positive experiences:

• 82 % say that AI meets or exceeds their performance expectations, saving time and costs.
• 75 % believe that AI helps their media campaigns effectively.
• 73 % of the time find AI reliable.

AI data leads to heavy tasks, such as distribution and targeting of audiences, but struggling with tasks that require human decisions, such as RFP management and campaign setup.

Breaks in adoption.

In this research, media campaigns found numerous obstacles to adoption of AI:

• 62 % said they were worried about how complicated to set and maintain AI.
• 62 % of data is concerned about security risk.
• 61 % noted that their organizations lack AI knowledge.
• 60 % concerns how accurate and transparent AI is.

Interestingly, the migration of the job is not seen as a major problem, only 37 % have identified it as a concern.

Challenges towards buy side vs sales

Agencies, brands and publishers face unique challenges with AI:

• Publishers struggle with complex technology (67 %) and scattered capabilities (62 %).
• Brands and publishers (56 % of each) lack clear AI vision.
• Agencies face extreme resistance to converting team colleagues and clients (61 %).
• In addition, 51 % of brands are worried about transparency how their partners use AI.

Are looking forward to

AI media is changing campaigns, and the IBB report highlights some important points.

First, many companies are in the early stages of adoption of AI, but it is getting faster than ever. By 2026, companies are at risk without clear projects.

Second, companies need good data and solid governance guidelines for success with AI. Organizations should train their teams in the best ways and set clear goals.

The standard of transparency, privacy and reliability are being developed throughout the industry. Companies that support these standards will be in the best position to handle this change in digital advertising.

Complete “data condition” Report Available through IAB.

Featured Photo: Emysbut/Shutter Stock