At the WFA’s Global Marketer Week, Ruben Schreurs, Ebiquity’s Group CEO, sat down with Adweek to discuss the growing role of AI in advertising. Below we bring you the edited highlights from its subsequent article: Adweek’s Guide to AI.
Artificial intelligence is no longer a futuristic concept in advertising — it’s a present-day reality that’s reshaping how campaigns are built, deployed, and measured. According to Adweek’s Guide to AI, the advertising industry is already among the most prolific adopters of AI, with media buyers and creative agencies leveraging it to enhance targeting, speed up production, and scale creative output.
Yet with rapid adoption comes confusion and skepticism. Common misconceptions still cloud AI’s role, with many worried about quality, ethics, or job displacement. But as Adweek explores, these fears may be misplaced.
One concern is that AI lacks the creative finesse of human professionals. In reality, its capabilities are advancing quickly. As Ruben Schreurs, Group CEO of Ebiquity, notes:
“Can it write better than Oscar Wilde or Shakespeare? Probably not. But better than 95% of the population without training in writing or language? I’m sorry, but yes, it can.”
Another misbelief is that AI is just another fleeting tech trend, like the metaverse. Not so, says Schreurs:
“This is real and it’s ubiquitous — not just in our industry, not just in professional life, but society-wide. There is no denying that this is changing the social construct of work life and private life.”
For advertisers, the challenge isn’t whether to adopt AI — it’s how to do so responsibly. The pressure to innovate can be overwhelming, but caution and clarity are crucial.
“All of our clients want to innovate fast and try out these things, but they must do so responsibly,” Schreurs explains. That starts with understanding what data is being used and how much trust can be placed in the system’s output.
Ebiquity is supporting brands through this shift with initiatives like the ERA curriculum and Agentic AI — designed to help advertisers harness AI with greater control, compliance, and effectiveness.
Learn more about our approach to responsible AI adoption → Ebiquity Announces Pioneering AI Solutions and Expands Strategic Partnership with Scope3.
Read Adweek’s Guide to AI here.
