B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
80%
80% -- gen ai media planning adoption rate for US media buyers (brand and agency buy-side decision-makers) (2025)
80% of US media buyers are using or considering Gen AI tools for media planning and activation.
- Some applications are still in early stages
- Includes both using and considering
Attribution:
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Lighthouse Research Team
Last verified:
·
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Source verified
Evidence graded
Value
80%
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
Interactive Advertising Bureau (IAB)
Primary
Tier C
https://audiostart.info/2025/02/25/iab-2025-outlook/ ↗
Source Article
IABによる2025年の展望調査（米国の広告費、機会、成長戦略の概要）
Original Research
Interactive Advertising Bureau (IAB)
· Original study ↗
Methodology
Share of buyers using or considering generative AI tools for media planning and activation; article notes some applications are still in early stages
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
US media buyers (brand and agency buy-side decision-makers): 80% gen ai media planning adoption rate. Source: Interactive Advertising Bureau (IAB) (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/us-buyers-gen-ai-adoption-2025
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<blockquote cite="https://lighthousedata.io/data/us-buyers-gen-ai-adoption-2025" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>80%</strong> -- gen ai media planning adoption rate for US media buyers (brand and agency buy-side decision-makers)<br><small>Source: Interactive Advertising Bureau (IAB) (2025) · <a href="https://lighthousedata.io/data/us-buyers-gen-ai-adoption-2025" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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