How Generative AI is Bringing Ad Creation and Media Buying Back Together

AI reshaping media and creative collaboration: The increasing automation of advertising creation and media buying is driving a closer collaboration between creative and media strategists, according to experts at the AI Deciphered event.

• As artificial intelligence takes on more media planning and buying tasks, the role of media planners and buyers is evolving to focus more on strategic collaboration with creative teams.
• Victoria Milo, SVP of global media solutions and emerging technologies at Monks, suggests that media buyers will spend more time working with various strategists to identify brand attributes that can connect with consumers, especially in algorithmic-based applications.
• The integration of AI is forcing different disciplines within advertising to come together, resulting in maximum output for clients.

Importance of cross-disciplinary collaboration: Experts emphasize the necessity of creatives and media planners working closely to ensure effective messaging and consumer engagement.

• Ashwini Karandikar, EVP of media, technology and data at the 4A’s, stresses the importance of aligning creative messages with the appropriate medium to create content that consumers want to interact with.
• Media agencies provide strategic expertise in developing overall strategies, implementation, measurement, and optimization.
• This collaboration is crucial in creating standout content that can impact key metrics and bottom lines, especially in competitive digital environments.

AI’s impact on creative processes: The introduction of AI tools is changing how creative teams approach advertising creation and media buying.

• Brayden Varr, associate creative director at Chime, mentions that AI tools like Midjourney help create and buy advertising on limited budgets.
• While AI empowers creative teams to have more control over media buying, working with media agencies remains valuable for creating distinctive content that stands out in digital feeds.
• The collaboration between creative teams and media agencies, enhanced by AI tools, is positively impacting key metrics and bottom lines for brands.

AI transforming media sales: The influence of AI extends beyond creation and buying, also affecting how media is sold to advertisers.

• Jesse Waldele, SVP of digital operations and client success at Dow Jones, reveals that the company is using AI to improve media plans for potential advertisers.
• This AI-driven approach helps align creative messages with appropriate platforms, enhancing the effectiveness of advertising campaigns.
• The use of AI in media sales demonstrates the technology’s potential to optimize the entire advertising process, from creation to placement and sales.

Balancing automation and human expertise: While AI is automating many aspects of advertising, human strategic input remains crucial.

• The evolving role of media planners and buyers emphasizes the importance of strategic thinking and cross-disciplinary collaboration.
• AI tools are seen as enhancers of human capabilities rather than replacements, allowing professionals to focus on higher-level strategic tasks.
• The combination of AI-driven efficiency and human creativity and strategic insight is emerging as a powerful force in the advertising industry.

Adapting to the AI-driven landscape: The advertising industry is rapidly evolving to incorporate AI technologies while maintaining the value of human expertise.

• Professionals in both creative and media roles are adapting their skills to work effectively with AI tools and automated processes.
• The focus is shifting towards developing strategies that leverage AI capabilities while maintaining the human touch in advertising.
• This adaptation process is leading to new workflows and collaborations that blend technological efficiency with creative and strategic human input.

Future implications for the advertising industry: The integration of AI in advertising is likely to continue reshaping roles, processes, and outcomes in the field.

• As AI becomes more sophisticated, we may see further blurring of lines between traditionally separate roles in advertising.
• The industry may need to develop new training and education programs to prepare professionals for this AI-integrated landscape.
• The successful advertising agencies and professionals of the future will likely be those who can effectively balance AI utilization with unique human insights and creativity.