Artificial Intelligence Poised To Revolutionise Media Agency Structure

Carat Digital Director, Anthony O'Callaghan, believes AI is more friend than foe for media agencies, with the potential to transform the way they operate, making space (in minds, as well as calendars) for more creative and strategic thinking. There's been a great deal of talk around artificial intelligence and automation as a threat to jobs and the survival of media agencies in the not so distant future. I certainly don't disagree with its potential to kill off, or at the very least, drastically alter the agency model as we know it; I just don't think this is necessarily a bad thing. As anyone in an agency will tell you, there is a heavily process-driven side to the life of a media planner/buyer that can, at times, feel robotic in nature. This day to day'business as usual' (BAU) activity – booking, reporting, auditing, finance, spot-checking; the list goes on – forms the backbone of any media agency. 'Business as usual' can, however, leave very little time in the day (or space in your mind) for the kind of innovation and future-focused thinking that inspires and excites not only clients, but the planners themselves.