IAB Polska drops AI Guide 2.0: a 300-page upgrade for Polish marketers
IAB Polska released AI Guide 2.0 on January 8, 2026. It expands the 2024 edition into a 300+ page playbook covering large language models, agents, performance marketing, legal frameworks, and day-to-day workflows for digital teams.
The guide serves both beginners and advanced operators. Newcomers get the core concepts. Experienced teams get specifics on LLM token costs, context windows, retrieval-augmented generation, agent architecture, and deployment paths inside real marketing stacks.
What's inside: 21 chapters built for implementation
The structure moves from fundamentals to real deployment. It starts with AI basics and history, then goes deep on how models work, how to control quality, and where AI fits across channels and teams.
- Technical depth: LLM token economics, context window management, edge computing, and RAG for accuracy.
- Org and workflows: research, brand knowledge bases, chatbots, competitive analysis, and "big idea" systems.
- Legal: EU AI Act risk classes, Polish compliance, financial services guardrails, copyright, and AI labeling.
- Build paths: agents and assistants, no-code/low-code, and practical case studies.
Creative stack: copy, design, audio, video
Chapters 10-15 break down the tools marketers actually use and where they fit.
- Copy: Jasper, Copy.AI, Writesonic, MarketMuse, Grammarly Generative, Sudowrite. Use cases, integrations, and where each shines.
- Design: Ideogram, Recraft, Pimento, ChatGPT-4o, Imagen, Nano Banana, Midjourney, Adobe Firefly, Topaz Labs. Strong focus on text-to-image and editing workflows that cut production time.
- Audio: Suno, Fliki, ElevenLabs, Adobe Firefly audio, Murf AI. Voice, music, and editing for teams that used to outsource.
- Video: LTX Studio for prepro, single-model tools and aggregators for production, and post edits with avatar gen and node-based systems.
Performance marketing: Google Ads and beyond
Chapter 16 zeroes in on Google Ads creative generation. It covers Google's built-in features plus external tools for scaling creative variations and testing at speed. This reflects Google's dominant share in Poland.
Chapter 19 turns to Microsoft Advertising. Copilot inside the panel suggests copy, targeting tweaks, and optimization steps. For Polish B2B, the Bing and LinkedIn connection enables account-based plays with job-function precision.
Strategy, research, and agents
Chapter 11 lays out practical strategy: chatbot rollouts, competitive monitoring, audience research, and idea generation. The throughline is simple-centralize your knowledge base so every AI output stays on brand.
Chapter 12 separates desk research from external sourcing. That distinction matters for teams operating under GDPR while still gathering meaningful market intel.
Chapter 17 clarifies agents vs assistants. Agents run tasks end-to-end. Assistants keep a human in the loop. Pick the model that matches your risk tolerance and workflow maturity.
Compliance: EU AI Act, finance, copyright, and labeling
Chapter 5 maps use cases to EU AI Act risk tiers-limited, high, unacceptable. Most marketing use cases sit in "limited," which calls for transparency without heavy burden. For source context, review the official EU overview here: EU AI regulatory framework.
Chapter 6 looks at financial services. Banking, insurance, and investments require tighter controls and documentation under Polish supervision standards.
Chapters 7-9 cover authorship (humans hold authorship under current Polish law), synthetic influencers and image rights, and clear standards for #GeneratedByAI labels. The goal: legal clarity and consumer trust.
Why this matters right now
IAB Europe reports 85% AI adoption across European digital ad companies, with targeting and content leading usage. Platforms moved fast through 2025-Google's Ads Advisor rollout, Amazon's campaign agents, and new specs for agentic systems in programmatic.
Consumer behavior also shifted. More people rely on AI weekly, search volume per person trends down, and fewer site visits mean your message must reach people in new paths. Poland's strong programmatic growth creates room to move faster than more saturated markets.
How to apply this guide in Q1
- Define your risk posture: tag each AI use case to EU AI Act tiers; set disclosure and approval rules.
- Centralize knowledge: build a brand knowledge base for tone, claims, and compliance. Connect it to content workflows and chat assistants.
- Upgrade search ops: test Google Ads creative gen and set a cadence for controlled variation testing; pilot Microsoft Advertising + LinkedIn for B2B.
- Pick creative lanes: choose one copy tool, one image tool, and one video workflow. Standardize prompts, briefs, and QA.
- Pilot agents safely: start with assistive systems where human review is required; progress to autonomous tasks with clear guardrails.
- Label and log: adopt #GeneratedByAI standards, track data sources, and store evidence for audits.
Future trends the guide flags
- Edge deployment for faster on-device responses and improved privacy.
- Language-augmented models that interpret intent and execute actions across your tools.
- Mega context windows that allow entire catalogs, brand books, and campaign history in one place for higher-quality outputs.
Access and next steps
The AI Guide 2.0 is available free via IAB Polska. Start with the chapters that match your immediate bottlenecks, then expand into agents and no-code builds as your workflows stabilize. Download here: IAB Polska.
If you want structured training for marketing roles, see practical course paths and certifications here: AI Certification for Marketing Specialists and curated picks by job here: Courses by job.
Key timeline
- 2024: First IAB Polska AI Guide released.
- July 7, 2025: IAB Europe AI whitepaper published.
- July-Aug 2025: 85% AI adoption across European digital ad companies.
- Sep 18, 2025: Unified attention measurement standards announced in Poland.
- Nov 11-13, 2025: Amazon launches campaign agents; Google opens Ads Advisor; IAB Tech Lab posts agentic specs for comment.
- Jan 8, 2026: IAB Polska releases AI Guide 2.0 with 21 chapters and 300+ pages.
Bottom line
This guide gives Polish marketing teams a tested way to build AI into daily work-without guesswork. Use it to set guardrails, pick the right tools, and ship campaigns faster with clear standards.
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