Over 90% of marketers are already using or experimenting with Gen AI, according to a new study from IAB Europe looking into the role the technology plays in digital advertising.
The ‘IAB Europe Generative AI’ report tapped into IAB Europe’s network of corporate members, with half of the respondents revealing they were fostering AI talent within their teams via upskilling.
Just over four in ten (41%) said they had aside a specific budget for experimenting with Gen AI, while almost a third said that their company is providing dedicated days and time for team members to learn about the tech.
Beyond operational streamlining, more than two thirds of respondents said that they were using Gen AI within their business to develop content, followed by half of respondents using it to develop creatives.
However, the study also emphasised a greater demand for enhanced education within the industry as almost nine in ten (89%) of respondents called for more training initiatives.
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The study also hones in on the importance of greater transparency and trust within the field, with 45% neither trusting nor mistrusting AI .
“As the digital advertising landscape evolves, embracing Gen AI is essential for staying ahead of the curve,” said IAB Europe insights and industry development director Marie-Clare Puffet.
“By addressing the educational gaps and fostering transparency, stakeholders can harness the full potential of this innovative technology.”
Earlier this month IAB Europe launched a new Gen AI Working Group, with the aim of fostering a collaborative and informed community, giving those working across digital advertising the knowledge, resources, and support necessary to navigate the evolving landscape.
