IAB Australia has formed an AI Working Group aimed at helping publishers, agencies, platforms, and marketers navigate the fast-evolving use of artificial intelligence in digital advertising.
The group will develop practical guidance on AI applications across areas such as targeting, content creation, creative development, and measurement.
It will also explore broader topics like synthetic media, bias, and ethical use. The initiative complements the recently announced AI Council of Experts from the AANA, MFA, and ACA.
IAB Australia CEO, Gai Le Roy, said the group will help the industry “navigate a fast-moving category” through collaboration and shared expertise.
IAB Australia CEO, Gai Le Roy
Future proofing skills
A key focus will be identifying future skill needs and developing local best-practice use cases for AI in advertising.
The move follows findings from the IAB US State of Data report, which showed most agencies and brands expect to scale AI adoption but lack tools with full functionality today.
The group is co-chaired by Zenith Media Australia’s Head of Digital, Kellyn Coetzee, and News Corp Australia’s Ad Tech Product Director, Daevid Richards. Members include representatives from companies such as Google, Microsoft, GroupM, Yahoo, Paramount, iProspect, MiQ, OMD, PHD, Spark Foundry, and Zitcha.
The AI Working Group will collaborate with IAB Australia’s Data Council and Executive Tech Council to ensure consistency in standards and practices.
Building confidence and capability
Coetzee said the goal is to prepare the industry to meet change head-on: “I’m passionate about equipping people with the knowledge and skills to shape the future of digital media.”
Richards added that the group will help the market understand both the risks and opportunities of AI in media: “We want to educate, establish guidelines, and support the industry as AI continues to evolve.”
With AI rapidly changing how digital advertising operates, IAB Australia’s Working Group arrives at a critical time.
By bringing together experienced voices from across the industry, the group hopes to cut through the noise, offer real-world guidance, and ensure that innovation moves hand-in-hand with responsibility.