On September 3, 2025, the Interactive Advertising Bureau (IAB) unveiled its AI in Advertising Use Case Map, a vital resource for marketing professionals seeking to navigate the integration of AI into advertising campaigns. This detailed framework categorizes 84 AI applications into six key areas: Audience Insights, Media Strategy & Planning, Creative & Personalization, Media Buying & Activation, Owned & Earned Media, and Measurement & Analytics, each highlighted with maturity indicators for established and emerging technologies. With 85% of European companies already utilizing AI tools, the IAB’s initiative addresses the pressing need for a structured understanding of AI’s opportunities and risks in advertising. This map serves as a roadmap for organizations to evaluate AI investments, prioritize strategic initiatives, and enhance campaign effectiveness. As AI continues to revolutionize the marketing landscape, this comprehensive guide provides a crucial step towards informed decision-making and successful implementation of AI-driven solutions.
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