# IAB publishes a blueprint for crediting sales that AI shaped, released 12 November 2026

> The IAB released its AI-Era Attribution Blueprint on 12 November 2026. It sorts sales into three paths and warns that search and direct get credit AI earned.
- **Author**: Marxx
- **Published**: 2026-11-14
- **Category**: Measurement
- **URL**: https://marxx.ai/library-news/iab-ai-era-attribution-blueprint-november-12

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The IAB released its **AI-Era Attribution Blueprint** on **12 November 2026**. It warns that sales shaped by AI chats often show up in your reports as search or direct traffic, so your last-click numbers may credit the wrong channel. The framework is voluntary.

## What we know

The [IAB blueprint](https://www.iab.com/guidelines/the-ai-era-attribution-blueprint/) gives each sale one of three paths. [PPC Land summarised it](https://ppc.land/ai-shaped-sales-often-get-credited-to-search-and-direct-iab-warns/) on 13 November 2026.

| Path | Who did what |
|---|---|
| Human-Owned | A person chose and bought, even if AI was asked |
| AI-Assisted | A person bought, but AI shaped the idea or the final pick |
| AI-Executed | An AI completed the purchase, on a set or open instruction |

- **Confirmed in the blueprint:** claims are "decision", "contributory" or none. It sets no credit percentages and names no auditor.
- **Reported by PPC Land, citing Similarweb (June 2026, US desktop):** only 8.8% of visits after an AI brand recommendation came from the AI. Search sent 55.9% and direct 19.9%.
- **Not answered:** when platforms must share AI data.

## What it means for your ad account

Branded search and direct sales may include demand an AI created. A rise in branded search could be AI, not your ads. Your [ad hook](/glossary/ad-hook) tests and budgets would then read the wrong channel.

## What to do this week

1. **Add "Did an AI assistant help you?"** to your post-purchase survey.
2. **Tag AI referral traffic** in your analytics where the source is visible.
3. **Run a [holdout test](/glossary/holdout-test)** before you move budget on a referral number.
4. **Ask each platform** which path its reported AI sales belong to.
5. **Read the blueprint** and note it in your reporting rules.

## FAQ

### Is the blueprint a rule?

No. It is voluntary and sets no deadlines.

### Does it change my Meta or Google reports?

Not yet. It asks platforms for more detail but gives no timetable.

### What is incrementality?

It asks how many sales happened only because of an ad. See [incrementality](/glossary/incrementality).

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