The Interactive Advertising Bureau (IAB) has released a report outlining AI usage, perceptions, and attitudes across the advertising industry.
The report indicates advertisers have fears around data security when it comes to AI use, and that there is a need for gradual integration of AI as a result. As more agencies, brands, and publishers adopt AI, establishing training procedures and foundational plans are also needed, the report says.
IAB’s State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns was created by IAB to evaluate the preparedness of the industry to integrate AI into campaign processes.
The industry body partnered with BWG Global and Transparent Partners and surveyed over 500 subject matter experts to gather data for the report.
AI Adoption
IAB found that 70 percent of agencies, brands, and publishers have yet to integrate AI fully into campaign processes.
Agencies and publishers have more quickly adopted AI in comparison to brands.
The report also reveals that, while half of the industry does not have a strategic plan for AI adoption, half of those who have not fully integrated AI plan to do so within the next year.
In terms of the tools being used, most (85 percent) are using general AI tools, while 45 percent are using custom solutions and 24 percent are using proprietary tools.
Challenges to AI Adoption
The greatest concerns cited by advertising professionals involve data security. Two-thirds (62 percent) of the survey respondents referenced data protection and quality as major barriers to AI adoption.
Over half of brands (60 percent) also expressed uncertainty about the level of transparency from agencies and publishers about AI usage.
Adoption Solutions
The survey asked respondents their views on an array of solutions to address these challenges or concerns. These solutions included making AI use cases clearer, formal AI training, designating key performance indicators (KPIs) for AI solutions, and assessing workflows.
Only 49 percent of professionals reported using these solutions or planning to use them.
“The explosion of generative and agentic AI solutions will radically alter the entire digital media ecosystem.” David Cohen, Chief Executive Officer of IAB, said. “AI will soon power every aspect of media campaigns, not to mention its impact on the creative process. We must fundamentally rethink how agencies, brands, platforms and publishers work – which is both incredibly exciting and challenging at the same time.”
