AI, Advertising Opportunities, And What Industry Insiders Are Saying About Ad Adjacency

As AI is increasingly proving itself to be an indispensable tool for publishers and advertisers, its outputs are also increasingly becoming acceptable, with 3 out of 5 media experts saying they “generally feel positively” about ads appearing near AI-generated content, according to The 2026 Industry Pulse Report from Integral Ad Science.

61% expressed excitement about AI developments in digital media and being able to take advantage of those advertising opportunities, while 45% said they “assess the opportunities to advertise within AI-generated content the same way I do with any other types of content.” Only 2% said they wouldn’t consider running ads alongside AI content.

“Marketers can expect an expanding opportunity to advertise alongside AI-generated content, as industry experts increasingly view these environments as viable and even exciting,” the report says. “Still, success will hinge on pairing this innovation with quality controls to ensure AI-driven environments align with brand values.”

53% said that ad adjacency will be a top media challenge in the coming year, including 69% of brands and agencies and 39% of publishers and platforms (worried specifically about ads appearing alongside risky content).

(Source: IAS)

“Despite growing enthusiasm for AI, the rise of unsuitable or unverified AI-generated content increases reputational risk, making brand safety and suitability more essential than ever,” the report says. “Adopting a clear suitability framework and prioritizing media transparency is key to confidently capitalize on AI-driven opportunities.”