The marketing world may soon get some new guidance on what they should be doing with artificial intelligence. A working group focusing on artificial intelligence and machine learning is being launched by the Interactive Advertising Bureau (IAB) today with the goal of helping marketing, technology and advertising executives navigate the impact AI and machine learning will have on the digital world of advertising. "IAB formed this group based on significant member interest," said Susan Borst, deputy director, mobile, at IAB One of the challenges of AI is grasping what it actually means and how to tap into it. "The questions we are hearing the most relate to definitions, use cases and governance/ethics," said Borst. "These are the areas that we will focus on first."