Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024
Characteristic
Share of respondents
Policies and regulations
78%
Human moderation
67%
Technical skills
47%
Other (please specify)
14%
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During a 2023/24 survey, around 78 percent of responding advertising professionals from Europe stated that policies and regulations are critical factors needed to create trust within generative AI (gen AI). Additionally, 67 percent said human moderation is needed, while approximately 47 percent reported the requirement for technical skills.
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Microsoft Advertising, & IAB Europe. (April 30, 2024). Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /statistics/1470083/trust-factors-for-gen-ai-europe/
Microsoft Advertising, und IAB Europe. "Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024." Chart. April 30, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /statistics/1470083/trust-factors-for-gen-ai-europe/
Microsoft Advertising, IAB Europe. (2024). Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /statistics/1470083/trust-factors-for-gen-ai-europe/
Microsoft Advertising, and IAB Europe. "Factors Necessary to Create Trust towards Generative Artificial Intelligence (Gen Ai) According to Advertising Industry Professionals in Europe as of April 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 30 Apr 2024, /statistics/1470083/trust-factors-for-gen-ai-europe/
Microsoft Advertising & IAB Europe, Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024 ÌÇÐÄÆƽâ°æ, /statistics/1470083/trust-factors-for-gen-ai-europe/ (last visited July 25, 2026)
Factors necessary to create trust towards generative artificial intelligence (gen AI) according to advertising industry professionals in Europe as of April 2024 [Graph], Microsoft Advertising, & IAB Europe, April 30, 2024. [Online]. Available: /statistics/1470083/trust-factors-for-gen-ai-europe/
