Intensified Initiatives Taken by IAB in AI Advancements
RAMPING UP AI IN ADVERTISING: IAB'S NEW AI STRATEGY
NYC – In a bid to enhance the role of Artificial Intelligence (AI) in the realm of advertising, the Interactive Advertising Bureau (IAB) has appointed Caroline Giegerich as Vice President, AI. simultaneously, the organization has welcomed Alvarez & Marsal's Media & Entertainment (M&E) group as a new IAB member, who will provide guidance on the evolution of the industry.
In her new role, Giegerich will spearhead IAB's initiatives to integrate AI across the digital advertising landscape. This includes developing practical tools, resources, and best practices that empower marketers, agencies, publishers, platforms, and ad technology companies. Remarking on the appointment, Cintia Gabilan, Senior Vice President of Centers of Excellence and Industry Initiatives, stated, "Caroline's expertise and vision make her an ideal leader for this transformative period in our AI journey. We aim to create an AI roadmap that balances innovation with responsibility."
With over 20 years of experience in marketing, innovation, and emerging technologies, Giegerich has a cross-industry background, having worked at MediaLink, HBO, Showtime Networks, Smashbox Cosmetics, YouTube, Netflix, and Section, the executive learning platform. In her most recent role at Warner Music Group, she led groundbreaking generative AI and immersive media campaigns for artists like Cobrah and A Boogie.
The IAB has outlined a 3-part AI roadmap, which includes:
- The IAB AI Ecosystem Map: A dynamic, interactive resource that provides a comprehensive overview of AI use cases across the advertising supply chain.
- GenAI Personalization Playbook: A detailed guide designed to help brands and agencies scale AI-powered creative personalization, focusing on workflow design, quality assurance, and creative infrastructure.
- AI-Centric Content Integrity & Trust: A collaborative initiative aimed at ensuring AI-generated advertising content is accurate, brand-safe, and transparently disclosed, including developing quality assurance protocols, hallucination detection tools, and labeling standards.
Expressing her enthusiasm for the role, Giegerich asserted, "The opportunity to help the industry maximize AI's potential in an ethical, practical, and inclusive manner is a challenge I am excited to take on. By establishing shared standards and scalable solutions, we can create a platform for the industry to excel in ways we've only just begun to imagine."
While the IAB does not explicitly outline a 2025 AI roadmap, its initiatives suggest a focus on exploring AI's impact, addressing AI challenges, and guiding AI adoption in digital advertising. As the IAB and Alvarez & Marsal partner to tackle the evolving needs of digital advertisers, their collaboration represents a significant stride in the industry's journey towards greater efficiency and innovation through shared expertise and collective knowledge.
- The Interactive Advertising Bureau (IAB) is integrating Artificial Intelligence (AI) across the digital advertising landscape, developing tools and resources that leverage AI for marketing, agencies, publishers, platforms, and ad technology companies.
- In the IAB's AI roadmap, the GenAI Personalization Playbook focuses on workflow design, quality assurance, and creative infrastructure, helping brands and agencies scale AI-powered creative personalization.
- IAB's AI-Centric Content Integrity & Trust initiative aims to ensure AI-generated advertising content is accurate, brand-safe, and transparently disclosed, developing quality assurance protocols, hallucination detection tools, and labeling standards.
- With the collaboration of Alvarez & Marsal's Media & Entertainment (M&E) group, the IAB is exploring AI's impact, addressing AI challenges and guiding AI adoption in digital advertising, driving the industry towards greater efficiency and innovation through shared expertise and collective knowledge.
