AI Hub
AI Hub
AI Impact Assessment · General Industry Guidance
A step-by-step framework for everyone working within marketing in digital media. We have now expanded our original guidance (click here to access) from a framework solely for those working in Media Agencies to now also include impact assessment for brands, publishers, creatives and ad tech as role types.
Simply select your role type, and this tool will then neatly build you a tailored assessment prompt which you can then copy, paste and run in any AI assistant. Links through to some popular LLMs are included at the end of the process.
Note that the more information you can include in the 'Key tasks & responsibilities' section the more useful the resulting prompt will be. Please also be aware that nothing you type into this page will ever leave this page without you copying and pasting it elsewhere.
Private by design. Nothing you type is sent to IAB Australia or any AI model unless you copy and share it elsewhere
What you'll get: an overall role score, a task-level exposure table, risk flags, a human-advantage summary and a personal 90-day action plan.
01 Choose your role type
The exposure taxonomy and risk scale are the same for everyone. What changes is the representative roles, the tasks most exposed to AI, and the watch-outs that matter for your side of the market.
Hybrid role? That's normal... just choose the closest fit, then re-run the tool for a second role type if needed.
Representative roles
Typical high-exposure areas
Where to keep humans firmly in the loop
02 Describe your role
Start from example tasks for this role type — then edit them to match your actual role.
Tip: the more specific the tasks, the sharper the assessment. Role and task descriptions only — no client names, commercial terms or personal data.
Optional · guided route
Prefer a step-by-step chat instead?The IAB Media & Advertising Career GPT walks you through the same framework interactively. It's one option, not the only route and it does need a ChatGPT account, so use whichever route suits you. If your organisation restricts external AI tools, the browser-only route on this page is the default.
03 The framework, in full
The two scales the prompt is built on. They travel with the prompt, so any assistant applies them consistently. Based on AI Impact Assessment: A Guide for Media Agency Roles. The framework will be reviewed periodically as AI capabilities and workplace policies evolve.
| Level | Type | Description |
|---|
Note: E9–E11 capabilities are emerging and still experimental for most digital media roles today.
Illustrative only — a condensed view of the kind of assessment your AI assistant will return, here for a Programmatic Trader. Your results will reflect your own tasks.
| Task | Exposure | Risk | Time saved |
|---|---|---|---|
| Summarise campaign performance commentary | E1 | 🟥 High (7) | 40–60% |
| Approve strategic optimisation approach | E7 | 🟨 Moderate (4) | 10–20% |
| Negotiate PMP deals with publishers | E8 | 🟩 Low (2) | 5–10% |
Example scores are illustrative, not targets or industry averages — real results will differ by organisation, tool access and task complexity.
The full assessment also includes an overall role score, risk & compliance flags, a five-point human-advantage summary — highlighting where human judgement, relationships and creativity remain the core advantage — a personal 90-day action plan, and an optional future-role-evolution view.
04 Standalone support
Carried over from our original guidance and expanded, so this page stands on its own as a complete resource.
Continuous learning is critical for maintaining a competitive edge in an AI-driven landscape. The following public resources are recommended:
Going further
Platform academies (vendor-specific, all free)
Success with AI requires a phased approach to implementation and optimisation:
As AI continues to mature, media roles will evolve. Over the next 1–2 years, expect emerging responsibilities to be centred around AI orchestration, while the 3–5 year horizon will likely see deep strategic positioning shifts driven by industry trend integration.