We are in inning 0.01 of generative AI advertising, and the opportunity to shape what comes next is happening right now. While many brands are simply placing old ad formats inside new AI-powered experiences, the real challenge is creating advertising that feels native to the medium—moving from interruption to true integration. ADWEEK and InMobi explore how Gen AI is transforming creative, consumer signal quality, and media buying, while Glance (its intelligent shopping agent) offers a live proof point of what Gen AI-native advertising can look like. As AI creates entirely new surfaces for consumer attention, the brands building bold opinions today will define the future of advertising.