Understanding the Current and Future Impact of Artificial Intelligence survey undertaken by Xaxis in association with IAB Europe sought to explore how Artificial Intelligence (AI) helps brands to achieve business and digital advertising objectives. The results overall highlight how AI is a valuable tool for all stakeholders, producing tangible business outcomes.
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Report Executive Summary:
- 80% of those surveyed, viewed AI as the next industrial revolution.
- Almost 80% of respondents have a good understanding of AI. Intermediaries were the most confident in understanding AI with 91% somewhat or very confident. 80% of agencies said they felt confident in their understanding.
- AI has been seen to have had a positive impact/influence on business objectives. Nearly 50% of those surveyed felt AI improved productivity and increased competitive advantage.
- Respondents highlighted the key concerns for the future of AI as relying less on human control (47%), and gaining trustworthy insights (55%).