AI has historically functioned beneath the surface of various advertising technologies to deliver three main benefits: speed, insights, and innovation. Now, generative AI (genAI) is enabling advertisers to play a more active role in deploying and curating AI throughout the advertising process. Marketers must decide how to make the most of AI-integrated advertising, including how to spend newfound bandwidth. This report explains genAI’s impact on advertising and what marketers must do to maximize its value.