IAB Australia Launches Free AI Impact Assessment Tool for Industry Professionals
IAB Australia has unveiled an expanded version of its free AI Impact Assessment tool, designed to help professionals across agencies, brands, publishers, creative businesses, and ad tech understand how artificial intelligence will reshape their individual roles and identify practical preparation strategies.
Rather than offering doom-and-gloom predictions about job displacement, the tool takes a nuanced approach that reflects the reality of modern work. Most professional roles comprise dozens of distinct tasks, and AI affects each one differently. The Assessment uses guided prompts to walk users through a structured mapping process that breaks their role into individual components and evaluates each against an AI exposure spectrum.
Understanding Your AI-Affected Workflow
The tool helps users identify which parts of their work may be more readily automated, where AI is likely to augment their performance, and which responsibilities will continue to rely heavily on human judgment, creativity, relationships, and expertise. Rather than producing a fixed prediction about whether a role will disappear, the Assessment provides a personalized map of how specific tasks within that role may evolve.
“Most conversations about AI and jobs treat a role as something that either survives or it doesn’t. It’s not that simplistic,” said IAB Australia CEO Gai Le Roy. “A role can be made up of ten or twenty different tasks, and AI affects each of them differently. Employers and industry bodies have a responsibility to support workforce development as they deploy AI, but individuals also need the tools to take an active role in preparing for what comes next.”
Personalized Development Pathways
Once users complete their role assessment, the tool offers a practical pathway for preparation, including identifying which skills to strengthen and specific actions to take to remain valuable as their work evolves. It also provides access to a broad range of recommended training, tools, and resources aligned with different capability needs and levels of AI exposure.
The AI Impact Assessment was originally developed for media agency roles by Kellyn Coetzee, digital industry expert and IAB Australia AI Working Group co-chair. Coetzee stressed the importance of framing these conversations carefully to avoid unnecessary anxiety among employees.
“Conversations about AI and jobs are often framed too broadly, which can create unnecessary anxiety for employees,” Coetzee explained. “The assessment does not attempt to predict someone’s future, but I hope it gives people a structured way to identify their development priorities and connect with practical training and resources that can help them prepare.”
Broader Industry Support
The AI Impact Assessment tool forms part of IAB Australia’s broader AI Hub, which provides guidance and resources to support the responsible and effective adoption of AI across the advertising industry. This comprehensive approach reflects the organization’s commitment to building practical, accessible AI resources for everyone across the sector.
For professionals in podcasting and audio production—fields increasingly influenced by AI-driven tools for editing, transcription, and content analysis—this resource offers valuable perspective on how emerging technologies will complement rather than replace human creativity and expertise. Those working with creative teams at agencies or in-house can benefit from understanding how AI will reshape workflows while maintaining the human judgment essential to quality content production.
IAB Australia represents more than 180 member companies and provides standards, research, and frameworks that enable effective, efficient, and compliant digital advertising across all platforms. The organization is part of a global network of IAB offices supporting sustainable and diverse investment in digital advertising.
Source: Podwires Newsletter
