B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
70%
70% -- share of marketers encountering ai related incidents for marketers using AI in advertising (2025)
Over 70% of marketers have encountered an AI-related incident in advertising work, including hallucinations, bias, or off-brand output.
- The source states 'over 70%'
Attribution:
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Lighthouse Research Team
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Source verified
Evidence graded
Value
70%
Unit
Percentage
Data Vintage
2025
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
IAB
Primary
Tier C
https://www.freeformagency.com/post/ai-in-advertising-examples ↗
Source Article
10 AI in Advertising Examples for Enterprise Leaders
10 AI in Advertising Examples for Enterprise Leaders
More than half of marketers are already using generative AI for creative content and audience targeting, yet over 70% have also encountered an AI-related incident in advertising work, including hallucinations, bias, or off-brand output, according …
Original Research
IAB
· Original study ↗
Methodology
IAB responsible AI preparedness coverage as summarized by StackAdapt and cited by Freeform Agency; exact survey methodology not stated in source
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketers using AI in advertising: 70% share of marketers encountering ai related incidents. Source: IAB (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/marketers-ai-incidents-advertising-70
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<blockquote cite="https://lighthousedata.io/data/marketers-ai-incidents-advertising-70" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>70%</strong> -- share of marketers encountering ai related incidents for marketers using AI in advertising<br><small>Source: IAB (2025) · <a href="https://lighthousedata.io/data/marketers-ai-incidents-advertising-70" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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