Artificial Intelligence (AI) continues to consume our feeds with hordes of posts on ‘how to best use AI’ and ‘which sectors could benefit from AI’.

So, I thought it best to take a step back and discuss how AI directly impacts media buying and ultimately answer the question – should we be scared of AI?

While many forecast a marketing landscape dominated by AI, at AMS, our experience paints a more nuanced picture. Leveraging AI for ad personalisation, audience targeting, and other tasks has streamlined operations and led to more efficient outcomes. But does that mean impending job losses across the board?

Of course not! Like any groundbreaking technology, AI will lead to certain roles evolving or even becoming obsolete. However, it simultaneously ushers in new opportunities, refining and augmenting the responsibilities of media planners. Rather than replacing humans, AI is playing a collaborative role, acting as a tool that, when used wisely, can amplify human capabilities.

Being late to the AI game in marketing might set you on the back foot. Yet, it’s vital to remember that while AI can be a formidable asset, its effectiveness hinges on the quality of the data fed into it. The human touch remains crucial; we must oversee and guide AI, ensuring it optimises our goals.

In this AI-driven era, it’s interesting to ponder whether we live in a Matrix-like world. But regardless of whether you opt for the red or blue pill, one truth remains: AI is a tool, not a replacement. Embrace it, but always with discernment and insight.

Kaiyan Ali

Digital Coordinator