IAB Australia has launched an AI Working Group aimed at supporting publishers, platforms, ad tech companies, agencies, and marketers in navigating the evolving landscape of artificial intelligence in digital advertising.

The initiative seeks to provide practical guidance and collaborate on policy topics alongside The AI Council of Experts, which was recently launched by the Australian Association of National Advertisers (AANA), the Media Federation of Australia (MFA), and the Australian Communications Association (ACA).

The AI Working Group will focus on addressing future skill requirements and developing local best practice advertising use cases. These areas include addressability, targeting, content creation, creativity, measurement, and insights. Additionally, the group will explore the impact of AI on digital advertising operations, synthetic media, innovation, ethical AI use, bias, and fairness.

The IAB US State of Data report underscores the inevitability of full-scale AI adoption in media campaigns, with over 80% of agencies, brands, and publishers planning timelines for adoption. This highlights the urgency for industry stakeholders to prepare for the integration of AI technologies.

Kellyn Coetzee from Zenith Media Group and Daevid Richards from News Corp Australia will co-chair the AI Working Group. The group will work in close collaboration with IAB Australia's Data Council and Executive Tech Council.

"As an industry, we cannot afford to stand still. I am deeply passionate about equipping everyone with the knowledge and skills to navigate this wave of change and help shape the future of digital media. I am thrilled to be part of a group equally committed to driving progress and empowering our industry for what lies ahead," said Coetzee.

"AI is redefining how digital media advertising operates - bringing both new challenges and transformative opportunities. The IAB AI Working Group aims to maximise the potential of AI in digital advertising by educating the market, establishing guidelines to build awareness of trends and best practices along with providing industry support," said Richards.

The AI Working Group comprises members from a diverse range of organisations, including Elastic by IVE Group, Google, GroupM, Integral Ad Science, iProspect, Microsoft, MiQ, News Corp Australia, OMD, Paramount, PHD, Prophet, Spark Foundry, Yahoo, Zenith Media Australia, and Zitcha.

CEO of IAB Australia, Gai Le Roy, said: "Bringing together a dedicated group with deep AI skills and focus will allow us to provide the industry critical support and guidance in this very fast-moving category. The Group will work collaboratively with other recently announced industry groups, ensuring that the digital advertising ecosystem is well served across the areas of governance, standards and best practice."