Artificial Intelligence

Our Mission

IAB’s mission is to guide the responsible advancement and adoption of artificial intelligence across the advertising ecosystem by establishing frameworks, standards, and best practices that enable innovation while protecting industry integrity.

It serves as the industry’s definitive resource for AI education, strategic guidance, and collaborative problem-solving, bringing together brands, agencies, publishers, platforms, and technology providers to navigate the transformational impact of AI on media, marketing, and measurement. By focusing on practical applications, clear governance, and transparent standards, we ensure AI-powered advertising delivers measurable business results, earns consumer trust, and drives sustainable growth for the entire industry.

2026 Initiatives

1. AI Transparency & Disclosure in Advertising Standards: As AI-generated content becomes ubiquitous in advertising, the industry needs clear, consistent standards for transparency and disclosure. This initiative defines how, when, and where AI-generated content must be labeled across creative formats, from text and images to video, audio, and synthetic influencers. These standards are designed to safeguard consumer trust, protect brand integrity, and reduce legal and reputational risk as AI-driven content scales.
2. The AI-Era Attribution Blueprint: What Happens to Attribution in an Agentic Commerce World?: As AI agents play a growing role in how consumers discover, evaluate, and purchase products, traditional attribution models break down. Purchases influenced by conversational interfaces, voice assistants, or recommendation engines can bypass paid media and occur without a traceable impression or click. This initiative develops a shared industry framework for classifying and crediting AI-influenced outcomes, including definitions like agent-initiated agent-recommended, and signal-triggered conversions.
3. Advertising to AI Agents: The Next Audience Isn’t Human: As AI agents increasingly act as intermediaries between consumers and content, products, or services, the advertising industry must adapt to a new kind of audience: machines. This initiative explore show brands, publishers, and agencies can optimize creative, data, and targeting strategies to influence agent-driven recommendations and outcomes. It provides early guidance on agent personas, signal-based visibility, and attribution implications when decisions are made before a human ever sees an ad or offer.

Our Work

• Standards & Frameworks: Develop industry standards for AI implementation, transparency, and disclosure across the advertising value chain.
• Education & Enablement: Provide practical guidance, research, and resources that help organizations of all sizes adopt AI responsibly and effectively.
• Governance & Ethics: Establish principles and best practices for AI governance, data integrity, brand safety, and consumer protection
• Innovation & Use Cases: Identify and showcase proven AI applications across the marketing ecosystem.
• Industry Collaboration: Foster cross-ecosystem partnerships and knowledge-sharing among brands, agencies, publishers, platforms, and technology providers