B
Evidence Grade B
Graded
accuracy verified by the review judge
Safe to Cite
Recent
90%
90% -- marketers willing to use external ai risk solutions for marketers (2025)
More than 90% of surveyed marketers expressed willingness to use external solutions to evaluate risks such as hallucinations, bias, and off-brand content.
- The source specifies 'More than 90%' rather than an exact 90%.
Attribution:
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Lighthouse Research Team
Last verified:
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Source verified
Evidence graded
Value
90%
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
95
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
Interactive Advertising Bureau (IAB) with Aymara
Primary
Tier A
https://martechtrend.com/ai-use-in-advertising-grows-but-are-safeguards-ready/ ↗
Source Article
AI Use in Advertising Grows, But Are Safeguards Ready? - martechtrend
AI’s Rapid Integration into Advertising
Artificial intelligence (AI) is becoming an integral part of the advertising landscape. According to recent research conducted by the Interactive Advertising Bureau (IAB) in collaboration with Aymara, AI is now a foundational tool for marketers. Over 50% of in…
Original Research
Interactive Advertising Bureau (IAB) with Aymara
· Original study ↗
Methodology
IAB/Aymara survey; 'more than 90%'
Methodology documented
Segmentation
Industrymarketing
Cite this stat
Plain Text
marketers: 90% marketers willing to use external ai risk solutions. Source: Interactive Advertising Bureau (IAB) with Aymara (2025). Via Lighthouse Intelligence -- https://lighthousedata.io/data/willingness-external-ai-evaluation
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<blockquote cite="https://lighthousedata.io/data/willingness-external-ai-evaluation" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>90%</strong> -- marketers willing to use external ai risk solutions for marketers<br><small>Source: Interactive Advertising Bureau (IAB) with Aymara (2025) · <a href="https://lighthousedata.io/data/willingness-external-ai-evaluation" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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