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New Research from TripleLift

The Evolution of AI in Global Advertising: From Manual Execution to Strategic Oversight

AI is rapidly reshaping how campaigns are built, optimized, and measured. But as adoption accelerates, the industry is still balancing the power of automation with human touch.

This report explores how brands and agencies across the advertising ecosystem are integrating AI, where confidence gaps still exist, and what the future of AI-powered campaign execution looks like.
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WHAT’S INSIDE:

The Shift from Execution to Oversight

AI is already transforming campaign execution, but full autonomy remains out of reach. As adoption accelerates, the industry is navigating a new balance between automation, trust, and human oversight.

Key findings include:


  • 60% of respondents say their company has a centralized AI strategy, yet fewer than 30% express high confidence in it

  • Just 19% currently trust AI enough to fully automate campaign execution

  • Nearly 3 in 4 advertisers spend several hours each week reviewing AI-generated outputs

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