What role can – and should – AI play in media buying and planning? Heather Petaccio, CEO at Adwanted USA,  shares her point of view on the opportunities and concerns about AI tools.

How should companies approach the use of AI?

AI can be used for many departments within their organizations. Marketing teams can quickly create content and marketing messaging, IT teams can use it to get the basics on new code and even test out code in the environment, content creators can enter an idea and help get the creative juices flowing and sales teams can use it to learn more about their customers. I’ve even seen resumes that were crafted using AI. It can assist in areas to help generate ideas, take bullet points and generate a story and create impactful advertising slogans for creative.

How the evolving landscape of AI-generated news shaping the future for media planning and buying?

AI can help create efficiencies in media buying and planning. It can give the opportunity to create a media plan that provides client recommendations. AI can uncover untapped media opportunities for media planners and buyers.It can be used to confirm the plans that are being put together for clients. AI can be used to analyze past media plans through historical data information, audience demographics and performance of a campaign. AI can help remove some of the complexities of media planning, improving efficiencies and building confidence in media plans.

What is your biggest concern about the use of AI?

AI generated errors and incomplete data are the biggest concerns. The need for the continuation of quality checking of the data is imperative to ensure that proper adjustments and corrections can be made. These types if checks and balances will ensure that the data is complete and accurate.