The July 2025 ISBA UK Advertiser Generative AI Survey shows that adoption of generative AI among UK advertisers is accelerating rapidly, with 41% now running at least one live use case, up from just 9% in April 2024.
Most advertisers have implemented or are developing Gen AI policies, focusing on responsible adoption and addressing ethical issues such as IP, transparency, bias, workforce displacement, and environmental impact.
The results of the member survey also reveal how advertisers are taking action with their agency relationships. Agency contracts are in the process of being updated to include terms relating to Gen AI. Marketers are also expecting to increase the use of their agency partners, which will be a welcome forecast for the agency community.
Download the full report below.