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# 88% of advertisers now use AI in creative production, XR study finds
- URL: https://fabric.media/88-of-advertisers-now-use-ai-in-creative-production-xr-study-finds/
- Published: 2026-09-11T00:18:56.000Z
- Updated: 2026-09-11T00:18:57.000Z
- Description: A State of Ad Ops survey of 400 U.S. and U.K. marketers found 88% of advertisers use AI in creative production, with nearly half of brand and agency executives using it daily, mostly for VFX, compositing and creative testing.
- Author: Fabric.Media Editorial
- Tags: Agencies, AI, Jon Lafayette, XR study: AI gains in commercial production

*Signal from* [*The Measure*](https://www.themeasure.net/?ref=fabric.media) *·* [*Jon Lafayette*](https://fabric.media/tag/by-jon-lafayette/) *·* [*read the original*](https://www.themeasure.net/ai-making-gains-in-commercial-production-xr-study/?ref=fabric.media)*.*