At the Digiday Media Buying Summit, AI was a significant topic, though it wasn’t the primary focus. Media agency executives discussed the potential of AI, particularly machine learning and generative AI, in media buying and content creation.
However, there was a healthy level of skepticism about its current capabilities. While AI can efficiently process data, industry leaders like Marilois Snowman, CEO of Mediastruction, emphasized that AI’s outputs are only as good as the data it receives. She highlighted the need for a careful approach, particularly when comparing machine learning models to real-world outcomes.
Machine learning was highlighted for its predictive abilities, though there was a general consensus that it shouldn’t be solely relied upon. Kamran Asghar, CEO of Crossmedia, mentioned that AI assists in media spend allocation but is not a replacement for human decision-making.
While AI can help in predictive modeling, understanding its limitations and integrating it with human oversight remains crucial. AI tools are increasingly being tested by clients, but with caution, ensuring that they are treated as supplements rather than definitive solutions.
Media Agencies Discuss AI’s Potential in Media Buying, Stressing Human Oversight and Caution Against Over-Reliance
A recurring theme at the summit was the risk of platform bias in automated ad buying. Media platforms like Google and Meta offer easy-to-access metrics, but there is concern about over-reliance on these platforms for measurement.
Tucker Matheson, co-founder of Markacy, noted that smaller brands often lack the resources for sophisticated media mix modeling, leaving them vulnerable to basing their budgets solely on platform-provided metrics, which might not always reflect broader marketing objectives. He emphasized the importance of interpreting platform data with caution.
AI’s role in creative ad generation is expanding, but challenges persist, especially in maintaining brand voice. Marriott’s senior director of marketing platforms, Kevin Rettig, explained that generative AI tools are being explored cautiously, particularly in balancing creativity and automation while preserving the uniqueness of each brand.
With Marriott managing dozens of distinct brands, ensuring consistency across different brand voices is a critical concern as the company experiments with new AI tools, such as virtual assistants powered by ChatGPT.
In addition to AI, Marriott is exploring ways to personalize marketing efforts through its loyalty program, Bonvoy, and other data sources. Rettig mentioned the company’s use of first-party data to target promotions and ads, as well as exploring partnerships for third-party data. Marriott also employs data verification tools to ensure accuracy, showing that beyond AI, brands are focusing on using data intelligently to enhance personalization and optimize marketing efforts.
