Marketing has always blurred the lines between real and illusion but why do AI advertisements feel different? From influencers with digital twins to billboards designed by machines, AI content is all around us and not always in obvious ways.

This week, I’m joined by Caroline Giegerich, vice president of AI at the IAB, to discuss the rise of generative AI in advertising. Caroline and I dig into how marketing is shifting from handcrafted storytelling to automated generation with no humans in the loop. We talk about why AI makes some audiences feel uneasy, and how others don’t even notice or seem to care. Is quality becoming optional? And if AI is everywhere, will we stop noticing or just stop expecting more?

About Caroline Giegerich:

Caroline Giegerich is VP, AI at Interactive Advertising Bureau (IAB), where she leads efforts to shape how artificial intelligence is adopted and scaled across the advertising ecosystem. With over 20 years of experience in strategy, innovation, and marketing at companies like Warner Music Group, HBO, Showtime, and Smashbox Cosmetics, Caroline blends deep strategic insights, emerging technology and storytelling to drive business impact. She’s led pioneering work in AR, AI-generated creative, sports R&D, and fan engagement tech, and has advised brands across media, entertainment, beauty, and consumer goods. A speaker at TEDx, SXSW, Advertising Week and more and frequent contributor to Adweek, AdAge and The Drum, she’s been recognized in 2024 as a Marketer that Matters in the Wall Street Journal and by Brand Innovators with the Women in Marketing Industry Innovator award. 

Follow Caroline Giegerich on LinkedIn at @carolineg

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