1、ContentsIntroductionPage 3Artificial Intelligence in Digital AdvertisingPage 4Examples in the Digital Ad Value ChainPage 6How are Companies Building Safe AI?Page 10Policy Blueprint:Empowering Europes AI AdvantagePage 12Conclusion Page 14ReferencesPage 15IntroductionArtificial intelligence(AI)has bec

2、ome the engine room of modern digital advertising,automating routine processes,surfacing real-time insights and enabling bespoke creativity at scale.Advertisers that embed AI across planning,buying and measurement report sharper campaign execution,faster optimisation cycles and richer consumer exper

3、iences that translate directly into higher return on ad spend.1 These efficiency gains are now a principal competitive lever in crowded online markets.Global economic evidence underlines the scale of the opportunity.AI revenue is forecast to soar from roughly$200 billion in 2023 to about$1.4 trillio

4、n by 2029,signalling a vast and rapidly expanding commercial ecosystem.2 Firms that adopt AI early experience up to 3.1 percentage-point faster annual worker-productivity growth,while widespread AI deployment could lift euro-area productivity by 1.5 percentage points a year and expand EU GDP by arou

5、nd 8 percentage points over the next decade.3 Crucially for labour markets,61 per cent of jobs are expected to be augmented-made more productive-by generative AI,with only 6.5 per cent likely to require long-term transition in Europe.4 Together,these figures position AI as a cornerstone of sustainab

6、le growth rather than a mere technological novelty.Defining Artificial Intelligence SystemsAI systems are software and hardware combinations designed to perform tasks that typically require human cognition,such as recognising patterns,understanding language,making decisions,and generating content.Th