ISBA’s Gen AI Summit 2026, held at Google’s London headquarters on 22 September, brought together more than 230 attendees to explore how advertisers can move beyond experimentation with Gen AI and use the technology to deliver greater effectiveness and competitive advantage.
From AI search and agents to governance, regulation and the changing role of human creativity, the day focused on the practical applications of AI and how brands can embrace innovation while maintaining trust, transparency and strong marketing judgement.
We’re pleased to share our editorial report from the Summit, bringing together the key themes, discussions and takeaways from the day. Our wrap video can also be found below.
The report covers:
- Moving from efficiency to effectiveness
- Keeping humans in the loop
- The client view on adopting and measuring AI
- Ethics and governance
- ISBA’s forthcoming GEO Framework
- Key takeaways for advertisers