StackAdapt

Marketers Reluctant to Fully Delegate AI Decision-Making

Research from AI advertising and orchestration platform StackAdapt, based on a survey of 500 marketing and advertising professionals (including 187 StackAdapt customers) across North America, EMEA and APAC, finds a clear gap between marketer comfort using AI with human oversight and willingness to grant full autonomy. While large majorities are comfortable with AI recommending actions (90%) or preparing actions for human approval (89%), comfort falls to 78% for AI taking action under human-defined rules and to 50% for fully autonomous AI. Common AI use cases include reporting/summaries (77%), performance analysis/insights (74%) and creative development (69%). Key barriers to delegation are brand risk (63%) and data quality (56%). Adoption is high globally (NA 91%, EMEA 90%, APAC 92%) and 88% report improved marketing performance.

StackAdapt Publishes 'AI Delegation Gap' Report

StackAdapt released The AI Delegation Gap, a global report based on a survey of 500 marketing and advertising professionals (plus insights from 187 StackAdapt customers) that maps where marketers are willing to let AI recommend, prepare, optimize and act — and where human oversight remains essential. The report finds high comfort with AI recommending actions (90%) and preparing actions for approval (89%), but sharp drops for AI acting autonomously (50%). Other findings show broad AI adoption (91% use AI), perceived performance gains (88%), and operational gaps: only 19% say AI tools are fully integrated and 59% say leadership expectations exceed readiness. The report outlines six principles for responsible AI delegation: context, transparency, control, testability, accountability and connected infrastructure.

Michael Kors runs data-driven DOOH campaign

Michael Kors partnered with British agency MOBSTA and Demand-Side Platform StackAdapt to run a data-driven Digital Out-of-Home (DOOH) campaign in Germany during the pre-Christmas period to boost visibility for its jewellery collection. The campaign targeted high-traffic premium locations (airports, luxury shopping centres, major shopping streets) and delivered 14.5 million impressions while achieving an average CPM roughly 20% below market average. StackAdapt’s creative team produced video and static ads with QR codes; measurement was performed via a Brand-Lift analysis conducted with technology partner AdSquare that used nearby device IDs to evaluate changes in brand perception. Reported Brand-Lift results included a 39% uplift in Berlin and 13% in Hamburg. The case study concludes the campaign met planned reach, efficiency and brand metrics within budget.