AI has entered our sector with force. It’s here, shaping strategy, creative, activation, measurement, and monetization. Today we’re launching IAB Canada’s AI Use-Case Map, a practical guide to help our industry better understand what’s possible. This map can be used to perform deeper dives on internal structures and workflows. It will also serve to present valuable case studies to government as we head into a season that will most certainly include AI standard-setting discussions for Canada.

The map organizes applications into clear functions: Audience and Identity, Creative and Content, Media Buying and Optimization, Measurement and Attribution, and Privacy and Governance. Each section includes real examples like propensity modeling, dynamic creative optimization, and marketing mix modeling. We also label use cases by maturity, from “Established” to “Emerging,” so you can see what to deploy now and what to pilot with care.

This is a living guide. AI and policy are evolving quickly, and IAB Canada will continue to monitor developments and update the map. We encourage our members to also state if they do participate in a specific use case, or if they have a unique use case they want to include. Our goal is to spotlight what is working, what is ready to scale, and where additional guardrails are needed for Canadian marketers, publishers, and platforms. 

If you want to help shape the next chapter of this ecosystem with us, join IAB Canada.  Become part of a collaborative community that advances responsible and effective AI in advertising across the country.