While it sure feels like everyone in publishing is using AI — and it absolutely feels like everyone in publishing is at least talking about their future alongside and with AI — it’s important to remember that it’s not yet completely omnipresent.
In fact, Interactive Advertising Bureau’s recent “State of Data” report found that 70% of agencies, brands, and publishers have not yet integrated AI fully into their campaigns.
Of those, half plan on doing so by next year.
“Agencies (37%) and publishers (34%) are more advanced in using AI compared to brands (19%),” writes Search Engine Journal’s Matt G. Southern in breaking down the IAB results. “The research found several barriers to adopting AI in media campaigns … [though] interestingly, job displacement isn’t seen as a major issue, with only 37% identifying it as a concern.”
Of the barriers cited, 62% said the complexity in setting up and maintaining AI, 62% said data-security worries, 61% said lack of AI knowledge, and 60% said concerns about AI’s accuracy and transparency. And who can blame them, considering the attribution problems that publishers and the public alike can see by simply submitting search queries.
AI’s “Transformative” Impact on Digital Advertising
Last week, a separate IAB report showed almost 15% revenue growth in digital advertising last year, totaling $259 billion behind what IAB called the “transformative force” of AI. So while AI is hardly a IYKYK phenomenon anymore, those who do know would seem to be doing better than those who’ve yet to buy in.
(Photo Source: IAB, via MediaPost)
Early adoption of anything always has its advantages, and early AI adoption is no different, with one recent study finding that those who’ve been using AI for at least three years were more likely to see a greater impact from their more advanced AI applications. And on always-important factors like reducing costs, 86% of those early adopters saw AI’s positive influence compared to only 77% of recent adopters.
IAB’s report warns that companies without a clear AI plan “risk falling behind by 2026,” writes Southern.
“Companies need good data and solid governance guidelines to succeed with AI,” Southern writes. “Organizations should train their teams in best practices and set clear goals. Standards for transparency, privacy, and reliability are still being developed across the industry. Companies that collaborate to set these standards will be best positioned to handle this change in digital advertising.”
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