A new report from IAB just put the advertising industry on notice. It shows AI is racing ahead, but most brands, agencies, and publishers are still fumbling with the basics.
The report, State of Data 2025: The Now, The Near, and The Next Evolution of AI for Media Campaigns, is based on surveys from over 500 experts across the ad landscape. It looks at how AI is being used now, what’s slowing people down, and what needs to happen before full adoption takes hold.
And here’s the big headline: only 30% of the industry has fully worked AI into their media campaign process. That includes everything from planning and segmenting to activation and measurement.
Who’s Using It—and Who Isn’t
So far, agencies and publishers are leading the charge. They’re twice as likely to be fully using AI compared to brands. The early use cases are all about squeezing more from smaller teams—automating tasks, finding patterns in audience behavior, and predicting performance.
But even with those efficiencies in reach, half the industry still doesn’t have a clear plan for where to go next. That includes many of the companies who said they expect to adopt AI fully by 2026.
“AI can already build media plans, forecast results, and help with sales modeling,” said Angelina Eng, VP at IAB. “But too many are missing out because they’re waiting for some magic moment. There isn’t one. The shift is already happening.”
What’s Holding Everyone Back?
It’s not jobs. Only 37% of survey participants flagged job loss as a major concern. The real issue? Data.
About two-thirds of respondents said they don’t trust the data going in—or the data coming out. And many feel lost trying to stitch together AI tools that don’t talk to each other. That mix-and-match approach leads to messy results and fuzzy accountability.
Transparency is also on people’s minds. Brands want to know what their agency partners are doing with AI. At the same time, agencies worry about being cut out if brands bring the tech in-house.
In other words: trust is in short supply.
Everyone’s Talking About AI, But Few Have a Plan
The report asked about 18 different ways companies could better prepare for AI—like setting clear goals, training teams, forming oversight groups, or building strong data pipelines. The most popular of these is only being used (or planned) by 49% of respondents.
That’s not exactly a stampede.
“Teams need to stop treating AI like a one-off experiment,” Eng said. “It’s not a gadget. It needs structure. It needs buy-in. It needs people who know what they’re doing.”
And that’s the crux of the problem. AI is moving fast. The people responsible for using it are not.
What Happens Next
David Cohen, CEO of IAB, had a blunt message: “AI will soon touch every part of media campaigns. And it’s going to reshape how everyone works—brands, agencies, platforms, and publishers alike.”
He’s not just talking about speed or savings. AI is expected to influence creative development too, not just the math. That could mean everything from AI-written ad copy to synthetic datasets replacing traditional research.
To help, IAB isn’t just offering the report. They’re also launching a companion guide with tactical advice and kicking off a four-part webinar series starting March 24.
For anyone working in advertising, the message is clear: figure this out, fast.
Don’t Wait for Perfect
AI isn’t going to wait for everyone to feel ready. It’s already reshaping how campaigns are built and measured. Some teams are moving quickly. Others are staring at the clock, hoping for more time. The ones who move now may come out ahead. Everyone else risks playing catch-up.
