ISBA's 2026 Gen AI Survey reveals that while adoption of generative AI is now widespread among advertisers, many organisations are still working out how to turn that adoption into meaningful business impact.
The research highlights a clear link between effectiveness-focused AI strategies and stronger reported outcomes, alongside evolving agency relationships, operating models and governance approaches.
Key findings
- 99% of advertisers are engaging with Gen AI.
- 65% use Gen AI regularly, with 28% reporting a meaningful impact on their day-to-day work.
- Advertisers focused on effectiveness are more likely to report significant business impact.
- Agency relationships, team structures and ways of working continue to evolve as adoption matures.
See more in our press release, here.
ISBA members can download the full report below to explore the findings and what they mean for advertisers.
The findings will be explored in more detail at ISBA’s Gen AI Survey Results 2026 webinar on Thursday 23 July, where Nick Louisson will present the key findings and discuss what they mean for advertisers. You can see more information and register to attend here.