Updated National Digital & AI Strategy
On May 29th, 2025, the Irish Government unveiled its updated National Digital and AI Strategy, marking a significant milestone in the country’s ambition to become a leader in digital infrastructure, AI innovation, and data regulation. The strategy reinforces Ireland’s position as a central hub for responsible AI development and digital transformation, with clear implications for the advertising and media ecosystem.
What’s Changing?
The new strategy focuses on:
•Strengthening digital infrastructure to support AI-driven industries
•Promoting AI adoption across sectors, including creative, advertising, and media
•Establishing Ireland as a global leader in ethical AI and data governance
•Supporting businesses in leveraging AI while ensuring privacy and accountability
The Programmatic Connection?
For agencies, brands, and ad tech companies operating in Ireland, this strategy brings both opportunity and responsibility:
AI-Powered Bidding & Creative Optimisation:
With increased national investment in AI, expect greater adoption of machine learning for real-time bidding, dynamic creative optimisation, and predictive targeting within programmatic platforms.
Data Governance & Compliance:
Ireland’s emphasis on responsible AI and data privacy will influence programmatic campaigns—requiring greater transparency in audience targeting, algorithmic decision-making, and data usage.
Innovation with Guardrails:
Programmatic players need to align with evolving standards around privacy-safe AI, particularly for automated media buying, personalised ads, and audience profiling.
Why It Matters for Advertisers
As AI reshapes the programmatic landscape, Ireland’s updated strategy provides regulatory clarity while encouraging innovation. Advertisers who invest in privacy-first, AI-enabled programmatic solutions can stay competitive while meeting emerging compliance expectations.
Next Steps for the Industry:
Review AI integration within programmatic platforms
Ensure transparency and accountability in automated bidding and targeting
Leverage Ireland’s growing AI ecosystem for campaign efficiency and scale
The Irish market is poised to benefit from AI advances—but success depends on responsible adoption, particularly in the highly automated world of programmatic advertising.