In recent times, we've seen the potential and impact of artificial intelligence (AI) in the workplace, be it in the supply chain, analytics, or finance division. However, when it comes to real-world applications of AI in the field of digital marketing, not much is known. Companies, big and small, have just started exploring how it can change, transform, and disrupt the industry, and from what IAB Europe and Xaxis' study has revealed, it's making quite a splash already. Their survey revealed that AI is currently being utilized within digital marketing and with good results. Respondents say it's proving successful in driving and delivering innovation.