[Watch on Demand] IAB Europe Explores AI with Microsoft Advertising

This week, we launched our brand-new expert-led webinar series, IAB Europe Explores, with an insightful session titled "Transforming Audience Engagement with AI", in partnership with Microsoft Advertising. Together, we gathered industry leaders to explore how artificial intelligence is revolutionising the way we connect with consumers, streamlining operations, and enhancing creative strategies.

We began the session with a keynote from James Murray, Global Product Marketing Lead Gen AI at Microsoft. James shared how AI is fundamentally shifting the advertising landscape, from traditional keyword-based searches to conversational and intent-driven interactions. This shift opens up new opportunities for marketers to deliver more personalised, relevant, and efficient experiences.

James highlighted some key trends, including:

• The rapid adoption of generative AI tools to enhance creativity and productivity
• How AI is enabling faster consumer decision-making
• The move toward content grounded in real user intent

Following the keynote, our Chief Economist, Daniel Knapp, joined James for a dynamic fireside chat. They unpacked how leading brands are embedding AI deeply into their strategies - not as a novelty, but as a core part of how they operate, perform, and innovate.

The fireside chat explored:

• Where AI investments are flowing, and what that tells us about the industry’s future
• How brands are using AI to build trust and long-term consumer relationships
• What it takes to future-proof marketing strategies in an AI-driven world

Together, they also tackled the bigger picture. While AI holds transformative potential (on par with past tech shifts, including mobile and voice), the road ahead depends on how well we all adapt. Adoption must be intentional, strategic, but most importantly user-centric. James underscored the importance of consumer adoption to widen AI adoption across digital advertising. 

They also addressed a growing concern: Will AI stifle creativity? The answer was a resounding no. AI, like design tools before it, can empower more people to participate, unlock new levels of creativity, and help raise the bar across the board.

Looking ahead, they discussed the exciting potential of AI companions supporting users in real-time, simplified agency workflows, and new ad formats that align better with how people engage today.

If you couldn’t join us live, don’t worry! You can still experience the full session and hear directly from our expert speakers.

Stay tuned for upcoming editions of IAB Europe Explores, where we’ll continue diving into the biggest topics shaping digital advertising today.