""There is the plan that targets the end buyer," said Van Pelt, the CMO of Plante Moran. "And there's now going to be the plan that targets the AI.""
""You can't pretend this is all still about one decision-maker," he said. "You have to assume there's an AI agent involved. We actually budget now to target the AI.""
""We talk about ourselves being trusted advisors," said Van Pelt. "We didn't advertise that before, so it was interesting how well that was picked up. It just came out in the research."}],"
Plante Moran participated in a 72-hour AI-driven marketing sprint with ANA, EY and AI-first vendors to produce a broadcast-ready campaign from brief to air in under three days. The rapid process produced two ad variants that ran in Ohio and shifted planning to address both human buyers and AI agents that influence discovery and distribution. Trust emerged as the central human insight and campaign message, and the team deliberately allowed AI systems to inform creative direction. Budgeting now includes allocations specifically aimed at targeting AI agents, and campaign cycles have shortened dramatically.
Read at The Drum
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