AI shake-up hits ad quality as social media surges, says IAS report

NEW DELHI: Integral Ad Science (Nasdaq: IAS) has warned that the advertising industry is entering a new era in which artificial intelligence, social media and digital video collide to redefine what “quality” means. Releasing its annual Industry Pulse Report in New Delhi on 8 December, the media-measurement firm says marketers are bullish on AI’s speed and scale but wary of the risks that accompany a flood of synthetic content.

IAS chief executive Lisa Utzschneider, says 2026 is a fulcrum year. As channels blur and AI remakes how content is created, consumed and measured, advertisers and publishers must balance innovation with control. The aim, she says, is ensuring that every impression builds trust and performance.

The tension is evident in the numbers. Sixty-one per cent of media experts are excited by AI’s potential, particularly in unlocking new advertising opportunities within gen-AI content. Yet 83 per cent see the rise of AI-generated material on social media as a serious concern requiring constant monitoring. Eighty-four per cent want third-party verification to identify and classify AI-generated content on social media, and 86 per cent say the same for digital-video platforms.

Video remains the industry’s lodestar. Eighty-eight per cent cite digital video as a top priority for 2026, ahead of display and audio. Social media follows close behind at 84 per cent. With influencer and creator ecosystems booming, 87 per cent highlight brand safety and suitability when placing ads next to digital video, while 82 per cent say the creator’s suitability is now as crucial as adjacency risks.

Media quality remains the bedrock of performance. Eighty-six per cent insist that tagging and avoiding AI-generated content in digital video is essential. Eighty-three per cent argue that fraud, viewability and suitability metrics are critical in retail-media networks. Another 83 per cent worry that fraud and suitability risks will intensify as connected-TV inventory balloons. The biggest adjacency fears include risky content, deepfakes and AI-generated media, with influencer-creator content not far behind.

IAS research and insights vice president Jeremy Kanterman, says 2025’s surge in AI usage has left the industry juggling promise and peril. He sees marketers funnelling investment into digital video, social platforms and a fast-maturing influencer economy, while demanding sharper oversight of AI’s growing footprint.

The IAS Industry Pulse Report surveys nearly 300 US media experts across brands, agencies, publishers and ad-tech firms, tracking the trends, technologies and priorities set to shape 2026.