00:04IAB Europe is the trade association for digital marketing and of course marketing is all about AI right now entire
00:11workflows and processes are being redefined by agentic systems and services it's now AI that is doing creative media production
00:20that is buying ads etc and we believe it's going to be 30% of all advertising in Europe including
00:27Italy by 2030.
00:30In my work AI has been foundational as well my day job is to collect and analyze data to predict
00:37the future I used to do this manually with teams of assistants and researchers and now AI is a completely
00:45different world I can tap into an enormous amount of databases in a sense everything that's out there and I
00:52can even create data that wasn't even systematized that isn't in a database I can crawl and scrape and analyze
00:59in a sense anything from jobs to news stories to growth trends and this in my job gives me a
01:07complete in a sense 360 view of the pulse of the reality of the industry and we use then AI
01:14further to analyze to segment this and also to present new services to our members and customers to use MCP
01:22servers
01:23and other things to push out data and other things to push out data and insights directly into their clouds
01:28and their databases and so forth.
01:30It has been a phenomenal change and it's just accelerating right now and we've completely rewired all the workflows and
01:37processes very different from what they were two years ago.
01:41Thank you.
