AI in Retail and Commerce Media: New Guide (IAB Europe)

IAB Europe has released its Guide to AI in Retail & Commerce Media to provide practical guidance on where AI is delivering value across the commerce media workflow, and what responsible implementation looks like. 

The numbers are big - most companies in Europe already use AI‑based tools, with no signs of reduced investment and strong expectations for continued growth. AI revenue is projected to rise from $200 billion in 2023 to around $1.4 trillion by 2029, and 61% of jobs in Europe are expected to be augmented by generative AI.

Despite strong adoption, governance remains inconsistent - which is a theme we see across all international resources regarding AI, and locally here in New Zealand.

And if you've been on LinkedIn lately, it is apparent that AI is becoming a foundational capability for commerce media. As adoption grows, the industry globally will need stronger standards, clearer governance and shared best practices to ensure responsible, effective and interoperable use across the ecosystem.

Within marketing and commerce media, targeting and content generation are currently the most common AI applications, delivering measurable KPI improvements for many ad tech firms and agencies. Findings from IAB Europe's 2025 AI Adoption Report highlight that publisher benefits are emerging more gradually, but interest in new AI‑driven environments is high, with more than 80% of organisations exploring opportunities to buy or sell media on consumer‑facing AI platforms.

This Guide, developed by members of IAB Europe's Retail and Commerce Media Committee, provides practitioners with practical and actionable direction on how AI is being applied across retail and commerce media today, and how to use these capabilities responsibly and effectively across key use cases. Thank you to the IAB Europe Retail and Commerce Media Committee and IAB Europe for their permission to share this valuable resource with IAB New Zealand Members.

IAB New Zealand Members can download the full AI in Retail and Commerce Media PDF here

For further information or to become an IAB New Zealand Member, please get in touch.