AI is transforming how work gets done across the media and marketing ecosystem, and Aotearoa is no exception. While many NZ organisations have run pilots and adopted AI tools, achieving meaningful, scalable impact requires more than just the tools themselves. Capturing the full value of AI means redesigning workflows, roles, and operating models to support genuine human and machine collaboration. This new resource from IAB U.S. provides a practical framework for the digital advertising sector.
Thank you to our colleagues at IAB U.S. for their permission to share this valuable resource.
Most organisations engaged in the digital media and marketing ecosystem understand the value promised by AI. They've seen the data, run pilots, and validated productivity gains. But that value often fails to scale because AI gets absorbed into operating models and workflows that were never designed with it in mind. The results are predictable: AI tools get deployed. Gains show up in pockets. Strategic and revenue impact stalls.This is not a failure of ambition, but of architecture and adoption. When AI is pushed into workflows built around manual execution, the very input is made obsolete. The bottleneck is not the technology, but the absence of a system designed to pair AI’s speed with human judgment at scale. This new IAB U.S. guide, Guidelines for Redesigning Work in the AI Era, offers a practical framework to help organisations move beyond AI experimentation and rethink how work gets done.
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IAB New Zealand Members can download the full report via this link
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