ROAS Suite

AI Reshapes Media Buying: 83% of Ad Execs Now Use AI for Creatives

By Charles Ryder

AI has gone from a promising add-on to a core part of advertising, and the latest numbers make that hard to miss. According to the IAB’s January 2026 report, 83% of ad executives say their companies now use AI in the creative process, up from 60% in 2024. That is not a small jump. It signals a structural shift.

What matters most is that AI is no longer confined to experimentation. It is shaping the full media buying cycle, from audience analysis and creative generation to budget allocation, campaign optimization, and performance feedback. It is not just helping teams produce more ads. It is changing how growth is managed.

Infographic showing 83% of ad executives using AI for creative generation, highlighting the rapid adoption of AI in media buying. From Creative Support Tool to Media Buying Engine

For years, media buying relied on a mix of manual optimization, instinct, and repetitive execution. Buyers had to watch multiple platforms, catch performance shifts, rotate creatives, manage fatigue, and move budget fast enough to protect ROAS. That job was already demanding, and channel fragmentation made it even harder.

Now AI is becoming the connective layer across that entire workflow.

The May 5, 2026 Business of Apps analysis captured that well, describing AI not as a replacement for media buyers, but as the system linking data, insights, decisions, creatives, execution, and feedback in one continuous loop. That distinction matters. The real breakthrough is not just AI-generated copy or image variations. It is the ability to build a faster learning system.

Why the 83% Figure Matters

The move from 60% to 83% in a little over a year suggests adoption has crossed a critical line. Once most executives are using a tool, it stops being a competitive experiment and starts becoming standard practice.

And the momentum goes beyond static creative. The IAB report also found that 86% of buyers are already using or planning to use generative AI for video ads. That is especially notable because video has long been one of the most expensive and time-consuming formats to produce and test at scale.

In practical terms, advertisers can now launch more variations, test messaging faster, localize creative more efficiently, and respond to audience signals with far less delay. Speed is becoming one of the clearest performance advantages in media buying, and AI is helping teams shorten the gap between insight and action.

The Performance Impact Is Getting Hard to Ignore

One of the clearest examples comes from Traffy, the agency featured in the Business of Apps piece. Its AI-enabled workflow reportedly doubled creative output without adding headcount and cut playable ad production time by 4x. That is a meaningful gain in any setting, but in performance marketing, where creative fatigue can drag results down fast, it is especially valuable.

The same report describes a setup where one buyer can manage more than 100 campaigns, with analysis time reduced from hours to minutes. That is where the value becomes difficult to argue with. AI is not just increasing output. It is changing the economics of campaign management.

When AI can ingest campaign data, detect patterns, identify fatigue, flag anomalies, and recommend budget shifts toward high-ROAS segments in near real time, the buyer’s role changes. The job becomes less about manual operation and more about strategy and decision-making.

The Role of the Media Buyer Is Evolving

This is not the end of media buying talent. It is a redefinition of what top talent looks like.

As automation takes over more repetitive execution, human expertise moves higher up the stack. The most valuable media buyers will be the ones who can set strategy, interpret signals, prioritize hypotheses, assess creative quality, and make smart tradeoffs around brand safety, customer trust, and long-term value.

That shift is already visible. Platforms including Meta, Google, TikTok, YouTube, AppLovin, and Moloco are building more AI directly into campaign tools. As platform-native automation expands, the advantage will not come from who can click through dashboards the fastest. It will come from who can guide the system most effectively.

The Risk: Scale Without Quality

Still, the excitement around AI needs some restraint. The same IAB research showing strong executive adoption also points to a widening perception gap between advertisers and consumers.

Only 45% of Gen Z and Millennial consumers say they feel positive about AI-generated ads, while many executives believe sentiment is much higher. That gap matters. If brands chase efficiency alone, they risk flooding channels with forgettable, low-quality creative that audiences tune out instantly.

This is where the conversation gets more nuanced. AI can improve speed and output, but if it leads to generic messaging or what many people now call “AI slop,” it can erode trust just as quickly as it improves efficiency. Younger consumers appear especially skeptical, which means brands need to think beyond production volume.

The smarter approach is to use AI to improve relevance and quality, not just reduce costs.

Visual representation of ROAS Suite's AI-powered workflow, demonstrating how it links data, insights, creatives, and execution for optimized ad campaigns. Transparency Will Matter More Than Ever

Another key takeaway from the IAB findings is disclosure. The research suggests that 73% of consumers say transparent disclosure around AI either increases their likelihood to purchase or has no negative effect. That points to a simple truth: the real issue is not necessarily whether brands use AI, but whether they use it responsibly and honestly.

As AI becomes more embedded in creative and media systems, trust becomes part of performance. The brands that win will pair automation with clear standards, human review, and a real commitment to creative quality.

What Comes Next

2026 looks like the year AI stopped being a side tool and became the operating layer of modern media buying. The agencies and brands gaining ground are not just using AI to make ads faster. They are using it to build systems that learn, adapt, and optimize continuously.

That has big implications. Winning will depend less on raw budget size and more on how quickly a team can test, learn, refine, and scale. The fastest feedback loops will beat slower organizations, even when those slower players have deeper resources.

At the same time, the human role remains essential. Strategy, ethics, brand judgment, consumer empathy, and creative taste still matter. If anything, they matter more in an AI-driven market.

Key Takeaways

  • 83% of ad executives now use AI in the creative process, up from 60% in 2024.
  • 86% of buyers are already using or planning to use generative AI for video ads.
  • AI is reshaping the full media buying workflow, not just creative production.
  • Performance gains include faster analysis, more creative output, and more efficient campaign management.
  • The biggest risk is scaling low-quality creative that weakens trust and performance.
  • Transparent AI disclosure can improve consumer response or, at minimum, avoid harming it.

FAQ

Why is the 83% adoption figure such a big deal?

Because it shows AI has moved past early testing and into the mainstream. Once most executives are using it, AI becomes part of the baseline for how modern media buying operates.

Is AI replacing media buyers?

No. It is changing their role. Buyers are spending less time on repetitive execution and more time on strategy, analysis, creative judgment, and decision-making.

Where is AI having the biggest impact in media buying?

Across the whole cycle: audience analysis, creative generation, testing, budget allocation, optimization, and performance feedback. Its biggest advantage is speed.

What is the main risk of using AI in advertising?

Using it to flood channels with generic or low-quality creative. That may improve short-term efficiency, but it can hurt brand trust and reduce performance over time.

Does transparency about AI use matter to consumers?

Yes. IAB research shows 73% of consumers say clear disclosure either makes them more likely to purchase or has no negative impact.

Conclusion

The message behind the 83% adoption figure is straightforward: AI is no longer optional in media buying, but careless AI use carries real risk. The opportunity is huge for teams that want to move faster, scale smarter, and protect performance without sacrificing creative quality. For marketers looking to turn AI-powered insights into better decisions and stronger returns, ROAS Suite is a practical place to start.