Artificial Intelligence is reshaping advertising at speed, but with so many new tools, it can be hard to know where to start. To help the industry IAB U.S. has released an “AI in Advertising Use Case Map” developed in partnership with US-based industry leaders. It's a practical guide to understanding how AI is already being applied across marketing and media, and where the biggest opportunities lie.
What it is
A clear, structured overview of real-world AI applications in advertising, organised by:
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Category: The part of the value chain where AI is being used.
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Maturity: Whether the application is well-established or still emerging.
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Description: Practical examples of what each use case looks like.
Why it matters
The Use Case Map helps the industry:
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Demystify AI in advertising: Cutting through jargon and hype.
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Prioritise opportunities: Deciding which AI tools or approaches to trial first.
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Build a shared language: Aligning teams, partners, and stakeholders when discussing AI opportunities, risks, and investments.
How to use it
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Benchmark your organisation’s current AI adoption.
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Identify the most relevant capabilities to experiment with or deploy.
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Inform strategy, education, product development, and policy decisions.
👉 Thank you to the team from IAB U.S. for their permission to share this useful resource. You can explore the full AI in Advertising Use Case Map from IAB U.S below.
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