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Strong adoption of Gen AI in ad industry but trust is an issue

91% in the European advertising industry are already using or experimenting with Gen AI, a report from Microsoft Advertising and IAB Europe shows. The survey found that those that use Gen AI in their daily work lives note that it can solve for a variety of business use cases such as, developing content and creatives. “However, when it comes to trust in Generative AI, opinions were more varied. Nearly half of the respondents (45%) neither agree nor disagree that they trust Gen AI.”

“Addressing the need for increased trust, a substantial majority (78%) emphasised the necessity for additional policies and regulations. 

Two-thirds (67%) emphasised the importance of human moderation to instil trust in AI.

 “The survey results consistently highlighted the significance of human presence and differentiation, as evidenced in multiple open-ended questions throughout the study. When asked for any further comment respondents picked out that delivering a human experience/ presence is needed when using Gen AI.” 

Beyond mere operational streamlining, professionals are increasingly leveraging Generative AI for content creation and creative endeavours. 

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“However, a significant consensus emerges regarding the pressing need for enhanced education in this field. Industry stakeholders, particularly associations, are urged to take the lead in providing this essential knowledge.” 

“Moreover, stakeholders stress the importance of transparent delineation between human and Generative AI outputs to bolster trust in these technologies. Effectively addressing these imperatives will be pivotal in fostering broader acceptance and utilisation of Generative AI across the advertising industry and beyond.”

Education is important with 89% of respondents calling for more training initiatives, the report says.

The report surveyed 146 respondents from across Europe with nearly 50% of respondents having over 10 years of experience working in the digital advertising industry. 

“This transformation is not without its hurdles; more education is needed alongside clear human moderation and clarity and definition between human and Gen AI outputs to build further trust.

41% report that they have a specific budget assigned to experiments with and the use of Gen AI.”

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  • 72% described Gen AI as useful for solving specific problems or automating tasks 
  • 70% understood it as a tool to create new content, such as images, text, or videos that are not based on existing data 
  • 63% noted that it can continually learn from its own output 

“It is encouraging to see that many respondents understand what Gen AI can be used for; this is a strong foundation for further implementation of Gen AI into the day to day tasks of digital advertising”, the report says.  

  • 87% se Gen AI as a tool to create new content, such as images, text, or videos that are not based on existing data 
  • 74% described Gen AI as useful for solving specific problems or automating tasks 
  • 68% noted that it can continually learn from its own output
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