Artificial intelligence (AI) is a hot topic in just about every industry right now.
While it is still a little controversial on the creative side (see Coke’s 2024 AI holiday ad), AI has the power to transform the future of advertising, specifically in media buying.
Is AI the future of media buying?
Yes and no.
When AI is used in media buying, it can be a great tool to enhance efficiency and insights. But that is only part of the equation.
At the end of the day, human expertise is still what drives campaigns that truly connect with audiences.
AI as a Co-Pilot
Trust us, AI is not solo-piloting our aircraft, ahem campaigns. We don’t think it should be trusted to do so.
Instead, we treat AI as an invaluable co-pilot that helps our team analyze data, optimize ad spend, and target the right audiences.
It lacks intuition, creativity, and strategic thinking, so ultimately, our media buyers are in the Captain’s seat with full control, applying a human touch to translate the data into compelling, brand-driven campaigns.
AI helps us work smarter, but humans always make the final call.
Smarter targeting, real-time adjustments
A great benefit of AI is that it enables precise audience segmentation and real-time performance analysis.
We leverage that data through AI-powered tools like The Trade Desk’s Koa™ to refine our approach and make real-time campaign adjustments and decisions to improve performance.
Why human oversight matters
Like anything else, AI has its limitations.
It can reinforce biases, prioritize short-term metrics over long-term brand value, and lack emotional intelligence.
Our team of experienced media buyers actively monitor and adjust AI-driven strategies to ensure fairness, authenticity, and impact.
Human expertise + AI
We don’t see a future where AI takes over our world (think The Matrix or The Terminator). It’s a world where humans use AI as a powerful tool to enhance our work, and not as a replacement for human intelligence, strategy, and creativity.
Here at Left Hand Agency, our media buyers work directly in multiple platforms every day, ensuring every campaign is as strategic as it is impactful. Their expertise, sometimes with a little help from AI, has led to successful, results-driven campaigns for our clients.
Want to see AI-powered, human-driven media buying in action? Let’s talk!
Comentários