Artificial Intelligence in Marketing Report

The advertising landscape has transformed dramatically in the last two years. A huge part of that transformation is related to developments in artificial intelligence (AI) and machine learning. This IAB guide is designed to help brand marketers and their agencies identify the opportunities that artificial intelligence and machine learning present, the range of options available, and some recent best practices for applying AI to marketing and advertising. Developed by the IAB AI Working Group which was formed to help marketing and technology executives navigate the impact AI and machine learning will have on the world of digital advertising, this is the first guide of its kind to offer a full picture of the benefits of AI in marketing, real-world use cases, best practices, and key takeaways for marketers looking to leverage AI to better engage with customers at scale. When IAB put out the call to its members to form an AI working group, the response was overwhelming: 115 members raised their hands to contribute to our collective industry understanding of this nascent and essential topic. Their responses informed the basis of this IAB guide, focusing on the areas of greatest importance to the marketing industry at this time.