Despite the growing buzz around artificial intelligence, most advertising industry players have yet to fully implement AI across their media operations, according to a report
from the Interactive Advertising Bureau (IAB). While agencies and publishers have taken the early lead, broader adoption remains patchy -- especially among brands.
The report reveals that 70% of agencies, brands and publishers haven't fully integrated AI into media planning, campaign activation and performance analysis. However, optimism is rising: half of those surveyed expect to achieve full-scale AI integration by 2026. That divergence is expected to create a competitive divide between early adopters and those lagging behind.