Man in the era of algorithms: technology, AI and privacy in the age of personalization on the IAB 2025 forum

Relations between man and technology are a topic that marketing in AI, distributing cards in almost every field: from creation, through the personalization of content, to the automation of campaign and customer service. New purchasing path paths are not everything. Technology affects the daily life of the marketing industry, facing key questions, as for the protection of user privacy in the era developed as never before personalization of content.

In the year, which in marketing and advertising undoubtedly belonged to AI, artificial intelligence can surprise us with something? The tool that is studying all the time is just overcoming reasoning tests previously considered impossible to break. The latest techniques of learning language models by strengthening by early June will tell prof. Andrzej Dragan, a theoretician physicist, science popularizer and a real visionary of our time. A special guest of this year’s IAB Forum will open new roads to understanding human and technology.

During the plenary session, apart from Andrzej Dragan, the participants will also see the speech of Maja Włoszczowska two-time Olympic runner-up in mountain cycling and world champion in cross-country, which will tell how sport can positively affect the sense of loneliness in the digital world.

– Today we are trying to understand the changing role of man in the expansive world of algorithms, and for the advertising and marketing sector this issue is currently dominant. Searching for balance is probably the most important challenge of the balancing industry between the human factor and the growing role of technology. The synergy of these two quality is a prerequisite for further, harmonious development, which is why it is the “integrated future” that is the slogan of this year’s IAB Forum, where we will devote two thematic blocks to the above considerations – says Włodzimierz Schmidt, CEO IAB Polska.

Man and technology

To what extent is the content generated by artificial intelligence for us? Do we perceive it as a source of threats or opportunities? What emotions do AI arouse among Internet users in Poland? The answers to these questions know prof. Dominika Maison, who during her lecture “Consumer in the face of AI. About the complexities of purchasing decisions in the world (not) reliable content” will talk about the influence of artificial intelligence on perception and consumer decisions.

Although most customers declare that their purchasing decisions are rational, research says something different – emotions are the greatest sales force, and the most effective tool to wake up emotions is today AI. Video effectiveness in the context of an emotion research is one of the hot topics of marketing, just like artificial intelligence in Digital through the eyes of Ztek, growing for great purchasing power.

AI will appear on the IAB 2025 forum also in many other contexts – campaign scaling, native creations or advertising trends are today interested in the industry as vividly as the issues of creativity in the era of algorithms, information smog and digital hygiene, without which not only comfort, but also human effectiveness falls.

Between privacy and personalization

The question about the limits of privacy is one of the basic doubts of the marketing of the Big Data era. Why does personalization often fail? “The surprising truth about targeting based on 3rd Party Data” is one of the speeches in a thematic block dedicated to the equivalence between privacy and personalization. Is it time to throw traditional targeting methods based on cookies and how to bite new approaches based, among others for machine learning? This is one of the key questions about the personalization of content so important for the entire Digital advertising sector.

In this part of the conference, speakers will explore the topic of a difficult relationship between increasingly precise reaching consumers and the protection of personal data, including Considering the future of communication of companies with clients – how to use conversational AI to communicate effectively and still humanly. Questions about ethics and responsibility, automation and authenticity – these issues set the direction of industry development, which is why the world of science, business and marketing is watching carefully.

Warming up in front of the IAB forum, i.e. a series of podcasts about digital

Meet the selected speakers of the IAB 2025 Forum and the issues they will talk about in their speeches! On May 7, a series of podcasts “We have a slide for this” agency Goldensubmarinepo -sealed to the main topics that will appear in the presentations of this year’s IAB Forum. Without spoilers, but with a temperature that grows from episode to episode.

The first episode is a meeting with Joanna Karwowska-Koza, managing the Strategy & Growth team in Publicis Warsaw, and Agata Korczak-Malczewska, Integrated Strategy Lead in They Digital, under the slogan: Work and Burnout. What makes us burn out at only 27 years old? And why a good leader is the one who … does not improve?

More during almost 100 expert presentations at one of the most important conferences in the Polish marketing calendar, advertising and digital media, Forum IAB 2025. As every year, the event will attract over 1,000 participants – representatives of leading brands, marketing world experts, media and technologies to exchange experiences, share the best practices and build a common vision of the development of the interactive industry.

Forum IAB 2025 It will take place on June 4-5 in Warsaw Multikino Złote Tarasy.

The main sponsors of this year’s IAB forum are: TVN Media, Blix, Media & Leads, Formup, Adlook, Google, Orange, Groupm, Tiktok, Onet, Sweet.tv, WP Ads.

Supporting sponsors were: Hybrid.ai, Taboola, One Audio, Proxi.Cloud, Doubleverify, Adquery, Onet, RTB House, Gazeta.pl, Teads, Autopay, Criteo.

Honorary patrons: BCC, Lewiatan Confederation, Advertising Council, Polish Advertisers’ Organization.

Media patrons: Wirtualna Polska, Gazeta.pl, Onet, Virtual Media, Media Marketing Polska, Wprost, One Audio, New Marketing, MarketerPlus, Coffee Marketing, Proto, Online Marketing Magazine.

Cooperation: Dimaq, Qualid, Goldensubmarine.