Despite challenges, media firms see AI as crucial, with adopters reporting efficiency gains.

The Interactive Advertising Bureau's latest report reveals that though 70% of media companies haven't fully integrated AI into their campaigns, those who have report positive experiences, with 82% saying AI meets or exceeds their efficiency expectations. Agencies and publishers lead in AI adoption, using it for audience segmentation and data analysis, while brands are slower to implement due to concerns about cost, data quality, and transparency. Despite challenges like complexity and lack of knowledge, AI is seen as crucial for advancing measurement and improving media investments.