Nicole LalevaOn 14th July, we hosted AI in Action: Live Innovations Transforming Advertising, bringing together industry leaders to showcase how AI is transforming every stage of the digital advertising lifecycle. Moderated by our Data & Innovation Strategist, Dimitris Beis, the webinar featured expert presentations, live demonstrations, and an interactive fireside chat exploring how organisations are putting AI into practice today.
Building on the momentum of our previous Agents! Innovation, Live From Europe webinar, the session expanded the conversation beyond autonomous agents to explore the wider AI innovations reshaping campaign planning, activation, optimisation, and measurement.
If you missed the event or would like to revisit the sessions, you can catch up on the highlights below.
We opened the session with a presentation from Anthony Katsur, Chief Executive Officer, IAB Tech Lab, who introduced the AAMP framework and its role in supporting the next generation of AI-powered advertising.
The session explored why open standards, trusted data, and effective governance will be essential as AI agents become increasingly capable of collaborating and making decisions across the digital advertising ecosystem. Anthony also highlighted the importance of keeping humans involved in key decision-making while enabling AI to operate more efficiently through common frameworks.
Access the slides here.
Next, Sebastian Grantz, Global AI & Privacy Manager, Industry Relations, Google, explored how AI is reshaping retail and commerce through intelligent shopping experiences.
The presentation examined the growing role of AI-powered shopping assistants and the importance of high-quality, structured product data in ensuring brands remain discoverable in AI-driven commerce. Attendees also learned about emerging initiatives such as the Universal Commerce Protocol and how they could support the future of digital retail.
You can access some additional resources from their presentation below:
Pia Malovrh, Product Leader, Scope3, demonstrated how AI agents can simplify media buying across today's fragmented advertising landscape.
Through a live demonstration of Scope3's Interchange platform, Pia showed how shared infrastructure and open standards can help buyer and seller agents collaborate more effectively across channels while maintaining transparency, interoperability, and control.
We concluded the webinar with an engaging panel and audience Q&A, where Anthony Katsur (IAB Tech Lab), Pia Malovrh (Scope3), and Tobias Kellner, Industry Relations Lead DACH, Google, discussed how Agentic AI is moving from experimentation to real-world deployment.
The conversation explored where adoption is happening today, including agencies, private marketplaces, Connected TV, and Retail Media, while highlighting the importance of governance, high-quality data, and human oversight as AI capabilities continue to evolve. Speakers agreed that AI is set to augment, not replace human expertise, enabling faster, more informed decision-making across the advertising ecosystem.
👉 To hear the full discussion and explore the insights shared by our speakers, watch the recording on demand here.
AI Working Group & Advertising and Media Committee
For more information on the work of our Advertising and Media Committee and the AI Working Group and how you can get involved, please contact our Data & Innovation Strategist, Dimitris Beis at beis [at] iabeurope.eu or our Industry Development & Insights Director, Marie-Clare Puffett at puffett [at] iabeurope.eu.
