The IAB today introduced “The AI-Era Attribution Blueprint,” a new framework for measuring AI’s role in conversions. Its goal is to provide advertisers, agencies, publishers, and AI platforms with a common way to determine who can claim credit for a sale influenced or completed by AI.
The blueprint classifies conversions as human-owned, AI-assisted, or AI-executed. It then asks who created the intent, who made the decision, and who completed the purchase to determine which parties can make an attribution claim and what evidence they need to support it.
The framework arrives as AI makes some purchase journeys harder to see with traditional attribution. Forty-five percent of ad buyers named comparing AI-driven and traditional customer journeys as their top measurement challenge, while 44% said they rely on branded search and direct traffic as proxies for AI influence they cannot track, according to IAB’s “2026 Outlook Study: September Update.”
“As AI takes on more of the purchase journey, from sparking interest to completing the sale, the clicks and referrals that attribution depends on are thinning out or disappearing,” Caroline Giegerich, vice president of AI at IAB, said in the announcement.
AI-influenced sales can wind up attributed to search or direct traffic, she said, potentially shifting future investment toward the wrong channel.
Claims need evidence
The framework distinguishes between being eligible to claim influence and receiving attribution credit.
A decision claim identifies a party that influenced or made the purchase decision. A contributory claim covers parties that helped shape the outcome without making the decision themselves. Eligibility depends on the path the conversion took and the evidence available to support the claim.
That evidence is one of the biggest unresolved problems.
Much of the data needed to establish AI’s role is either not collected or remains within AI platforms. The blueprint therefore assigns different responsibilities across the ecosystem.
Brands can estimate how many conversions fall into each of the three pathways. AI platforms can identify whether recommendations were paid or organic, disclose which sources informed them, and consistently label AI-originated traffic. Agencies can apply the same claim-and-evidence standard across platforms, while publishers can identify where their content contributed to a conversion and what evidence supports that role.
The framework also calls for agencies to distinguish between claims reported by platforms and those independently verified. It is designed to sit alongside existing attribution systems rather than replace them. Its purpose is to classify the additional claims created when AI participates in the journey.
The blueprint creates a common vocabulary for discussing AI-assisted conversions, but it does not solve the lack of observable data behind many of them.
IAB plans to bring brands, agencies, AI platforms, retailers, and publishers together to share what they learn as more data becomes available and refine how AI’s role in commerce is measured.
