AI in Advertising: Trends and Insights

Introduction

Generative AI has captured much attention, but AI has been transforming advertising and B2B marketing for years. From ad creation to campaign optimization, AI is no longer "new"—it's becoming the standard. Understanding how AI is shaping advertising today helps marketers prepare for tomorrow.

AI Adoption and Skills

Nearly 88% of marketers now rely on AI tools in their daily work, and most companies are planning to expand usage. However, a major challenge remains: insufficient AI skills. Upskilling teams in both technical and soft skills is critical for successful adoption.

Changing Buyer Behavior

AI-powered search and recommendation engines are reshaping how B2B buyers discover and evaluate brands. With most buyers now researching independently, marketers must adapt strategies to stay visible in an AI-driven customer journey.

Fighting Ad Fraud

AI plays a dual role in advertising fraud. Malicious actors use AI to create sophisticated bots, but advanced AI systems are also being deployed to detect and stop fraudulent traffic. Marketers must remain vigilant as both risks and defenses evolve.

Smarter Ad Workflows

AI is reshaping the entire advertising cycle:

Ad creation: Automating headlines, copy, images, and video at scale.

Targeting and segmentation: Using predictive analytics for more precise audience reach.

Campaign management: Real-time budget optimization and performance tuning.

ROI tracking: More accurate attribution and cross-platform measurement.

Conclusion

AI is shifting from "new" to "normal" in advertising. From creative generation to fraud detection, it is embedded in every step of the process. Marketers who invest in AI skills and integrate ethical, data-driven practices will be positioned to thrive in this new era.