""Using AI in planning democratizes insight and experience across levels, meaning even junior people can ensure their campaigns are robust while still leaving room for the type of creativity and ingenuity that only humans can bring,""
""Reach and frequency are planning tools which can then deliver on business outcomes. The focus should be understanding the factors which drive long term business growth while also delivering on short term sales.""
""With so many formerly offline channels digitising, we now have the ability to buy a vast array of media, inventory and formats via one or two DSPs. But inventory and partners need to be carefully chosen to ensure not only cost efficiency, but also that the customer receives the best experience in an environment that best represents the brand.""
AI in planning can democratize insight and experience across levels, enabling junior staff to build robust campaigns while preserving human creativity and ingenuity. Shortcuts and AI "hallucinations" risk grounding decisions in data that only appears reliable. Reach and frequency function as planning tools to deliver business outcomes, requiring focus on drivers of long-term growth alongside short-term sales, supported by incrementality studies, brand tracking, and test-and-learn programs. Digitisation of formerly offline channels allows consolidated buying via DSPs, but inventory and partner selection must balance cost efficiency with customer experience and accurate brand representation. Bold, human ideas prevent media from becoming forgettable.
Read at The Drum
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