• by Laurie Sullivan  @lauriesullivan, Yesterday

The Interactive Advertising Bureau (IAB) has appointed Caroline Giegerich as vice president of AI to head strategic initiatives, including a three-tiered strategy to move the advertising industry into its next phase.

Giegerich is known for her work in AI, gaming, augmented and virtual reality, as well as near-field communications and experiential media.

She brings more than 20 years of experience in marketing, innovation, and emerging technologies. Her LinkedIn profile notes she has been with the IAB for four months. 

Most recently, she served as vice president of global marketing and innovation at Warner Music Group, where she led generative AI and immersive media campaigns for artists such as Cobrah and A Boogie.

Giegerich has cross-industry expertise, with work at MediaLink, HBO, Showtime Networks, and Smashbox Cosmetics, including work with platforms like YouTube, Netflix, and Section, the executive learning platform where she upskilled marketers in AI strategy.

IAB has a plan to support members and Giegerich will take the lead. The IAB's 2025 AI plan focuses on three key areas: IAB AI Ecosystem Map, GenAI Personalization Playbook, the AI-Centric Content Integrity & Trust initiative.

The IAB AI Ecosystem Map interacts with various resources that track and categorize AI use cases across the advertising supply chain, from generative AI (GAI) creative platforms to targeting, measurement, and brand safety solutions.

GenAI Personalization Playbook provides information to help brands and agencies put AI-powered creative personalization into use. It focuses on workflow design, quality assurance, and creative infrastructure.

AI-Centric Content Integrity & Trust is a cross-industry initiative to ensure AI-generated advertising content is accurate, brand-safe, and transparently disclosed. It includes developing QA protocols, hallucination detection tools, and labeling standards to help publishers, marketers, and platforms deploy GAI responsibly.

The IAB has also partnered with Consultants Alvarez & Marsal (A&M).

The partnership offers advisory roles in areas critical to the future of the industry such as the impact of AI on media buying, the development of industry standards, and strategies for business transformation.