Media agencies are finding new uses for AI while AI-generated creative still lags

Media agencies are expanding their use of AI mainly to automate routine tasks, enhancing efficiencies in media operations. However, industry leaders expressed dissatisfaction with the quality of AI-generated creative content at the recent Digiday Media Buying Summit. While AI tools are becoming invaluable for tasks like budget allocation and performance analysis, experts like David Dweck emphasize that AI is not yet ready for high-quality creative generation. The consensus suggests that while AI can streamline processes, human oversight and creative insight remain critical in advertising strategies.

AI allows us to have a more senior team have more time for strategic thinking and pushing a client forward versus being in the weeds pulling bulk sheets out.

I can get a machine to allocate budgets across channels and I can get a machine to allocate money into media. There are more than 33,000 choices you can make media [buys] in America.

Read at Digiday