AI is transforming the world of advertising—but do we really know how it affects brands?
AI makes it possible to create content faster and more affordably than ever before. But at the same time, new questions are emerging:
- Is advertising becoming more effective—or just more generic?
- What happens to creativity when more and more people use the same AI tools?
- How are credibility, attention, and brand building affected?
- Will the winners of the future be those who produce the most content—or those who still seem the most human?
These are some of the most important questions facing today’s marketing managers. And right now, there are few evidence-based answers. That’s why we’re launching the Schibsted AI Study 2026.
The Next Chapter in Schibsted's Impact Research
For several years, Schibsted has conducted some of the industry’s most widely recognized studies on the impact of advertising, including: the Schibsted Attention Study, the Schibsted Effect Study, and the Schibsted Video Study.
Now, together with Erik Modig, a researcher at the Stockholm School of Economics and the Institute for Research, we’re taking the next step to explore how AI affects advertising’s ability to capture attention, build brands, and drive results.
The AI revolution is already here
Things are moving fast. According to the IAB, 86 percent of advertisers are already using—or plan to use—generative AI for video advertising. At the same time, AI-generated content is estimated to account for a significant portion of all advertising content as early as 2026. For marketers, AI is therefore no longer just about more efficient production. It’s about a strategic shift in how advertising is created, experienced, and drives business results.
We are looking for 4–5 brands that would like to participate
We are now opening up the study to a limited number of participants. We are looking for brands that want to join us in exploring the future of marketing together with Schibsted and Erik Modig.
This is perfect for those of you who:
- I want to understand how AI affects impact—not just efficiency
- Actively works with creative communication and brand building
- Are you curious about or already using AI in your marketing?
- Wants to contribute to the development of knowledge in the industry
- Are open to sharing insights and lessons learned after the study is completed
What do you get as participants?
A Live Case of My Own
Creative AI Tests
Campaign Metrics and Impact Analysis
Workshops with experts
Are you ready for the marketing challenges of the future?
The companies that will be most successful going forward won’t necessarily be the ones that produce the most content. They’ll be the ones that understand how AI influences people’s attention, trust, and choices. Do you want to be part of finding the answers before the rest of the market does?
