Category: In the News

This article was first published by Digiday sibling Modern Retail.

When and how to use AI in advertising imagery is proving to be one of the biggest questions facing marketers this year.

For some brands, AI platforms and services are proving to be game-changing for their ability to speed up creative processes, and save money. Companies like personal care brand Goodwipes are using it not only to create content but also to optimize past photo shoots, while others like Hilton are using AI tools to fuel more ad campaigns without extra shoots. Conglomerates like Unilever are using editing and visualization tools to quickly jump on viral trends, while companies like beverage brand Koia are using it as the basis for entire campaigns that aim to go beyond the bounds of reality.

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Ads are starting to get served to bots instead of people. Nobody agrees on what that’s worth, or who gets credit for it.

The Interactive Advertising Bureau is trying to fix that. A new framework, due out Nov. 12, will tackle how to attribute ads served to AI agents, the mechanism increasingly standing between publishers and the humans who used to click through to their sites directly.

The IAB is working to “create a shared framework for measuring and crediting AI’s role in conversions, especially when traditional signals are minimized,” according to Caroline Giegerich, vp of AI at the IAB. The IAB is exploring new measurement frameworks and signals to quantify AI’s influence on purchase decisions, she added.

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