Introducing ‘IAB Europe Explores’: Launching with Microsoft Advertising to Uncover the Power of AI in Audience Engagement

At IAB Europe, we are excited to introduce our brand-new, expert-led webinar series: IAB Europe Explores. Designed to spotlight the most urgent and innovative topics in our industry, this live series brings together leading minds to explore the most critical and current topics shaping the future of our industry. From emerging technologies and advances in creativity to evolving consumer behaviours and macroeconomic trends, just us on our exploration journey in 2025!

Our first session, "Transforming Audience Engagement with AI", was delivered in partnership with Microsoft Advertising. The session brought together expert insights to examine how artificial intelligence is fundamentally changing the way brands connect with consumers, optimise operations, and enhance creativity across the advertising value chain.

This is just the beginning of the series. The next session will explore creativity in the digital era, with a focus on how brands can harness emerging formats and cultural trends to drive meaningful engagement. Further topics will be announced in the coming weeks!

Key Highlights from the Launch Session with Microsoft Advertising

The session began with a compelling keynote by James Murray, Global Product Marketing Lead for Generative AI at Microsoft. James set the tone with a deep dive into how AI is dramatically shifting the advertising landscape from traditional keyword targeting to conversational, intent-driven experiences, creating new opportunities to deliver personalised and efficient advertising experiences.

Key trends from the keynote included:

• The rapid adoption of generative AI tools, driving both productivity and creativity.
• The role of AI in accelerating consumer decision-making by enabling more relevant and timely interactions.
• A move towards content grounded in real user intent, increasing the relevance and effectiveness of campaigns.

This shift, James explained, means advertisers must rethink how they approach engagement and start adapting to new behaviours, tools, and expectations.

Fireside Chat: James Murray in Conversation with Daniel Knapp

Following the keynote, Daniel Knapp, Chief Economist at IAB Europe, joined James for a fireside chat to further explore the strategic implications of AI adoption within the industry.

The discussion examined:

• Current investment trends in AI across the advertising ecosystem and what they signal about future growth.
• How brands are leveraging AI to build consumer trust and deliver long-term value.
• What it means to future-proof marketing strategies in an increasingly AI-driven environment.

James and Daniel also tackled one of the biggest questions facing our creative industry: Will AI stifle creativity?

Their answer? A clear no. AI has the power to democratise creativity just like previous design and content tools. This will allow more people to contribute, helping teams raise the creative bar.

The Road Ahead: Intentional, User-Centric AI Adoption

The session concluded with a forward-looking perspective on where AI is headed and what the industry should prepare for:

• The emergence of AI companions that can support consumers in real-time decision-making.
• Streamlined workflows for agencies, unlocking more time for strategy and creative development.
• Evolving ad formats that align with how users engage with digital content today.

Importantly, the discussion underscored that the successful integration of AI will rely on intentional, strategic, and user-centric implementation. As James noted, consumer adoption will play a pivotal role in shaping the broader uptake of AI across the digital advertising landscape.

Watch On Demand

If you were unable to join us live, the full session is available to watch on demand here. We encourage professionals across the advertising and marketing ecosystem to engage with the insights and strategies shared.

Stay tuned for the next instalment of IAB Europe Explores as we delve into the role of creativity in driving performance and brand engagement.

Until then, keep exploring.