AI in advertising: A practical guide for modern marketers | Criteo
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AI in advertising: A practical guide for modern marketers
AI in advertising is no longer a nice-to-have – it's a must for any marketer. But with all the noise, just where do you begin?
Table of contents
- What is AI in advertising?
- Generative AI vs. predictive AI in advertising
- How AI works in advertising
- Practical use cases of AI in advertising
- How to start using AI in your advertising strategy
- Putting it all together
It wasn’t too long ago that AI was the new kid on the block. Today, it’s how high-performing advertising gets done.
Shoppers are now embracing AI at a rapid pace, and marketers are right behind them.
A global McKinsey’s survey on the state of AI reports that 78% of companies use AI in at least one business function, and 71% regularly use generative AI – with marketing and sales among the top functions adopting it.
On the consumer side, recent studies show that 71% of shoppers want generative AI integrated into their buying journeys. Translation: AI in advertising has shifted from nice‑to‑have to standard operating procedure.
This guide breaks down the basics, compares generative and predictive AI, and offers a roadmap with practical ways to use AI in advertising across the funnel.