The IAB guide on Artificial Intelligence (AI) in marketing highlights how AI and machine learning are transforming the advertising landscape. The guide, developed by the IAB AI Working Group, offers insights into AI's impact on marketing, best practices, and real-world examples. AI is already integral to digital advertising, enhancing personalization, performance optimization, and audience targeting. The guide also discusses the need for a common understanding of AI and its ethical challenges, emphasizing the importance of responsible AI use in marketing to protect consumer data and ensure brand safety.

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