How media planning will evolve in the age of AI

Paul Silver, Media iQ, chief operating officer, maintains that media planning tools are not fit for purpose in a digital age. Here he outlines how three key principles necessary to successful evolution in an era increasingly defined by: data management; processing; and activation. The big agency groups are cognizant that the long-established media planning tools are not fit for purpose, especially in an era increasingly defined by AI. Look to the multi-million investments made by GroupM (M-Platform), Denstu Aegis (Merkle and subsequently M1 platform) and Publicis ('Publicis People Cloud'). These are validations that the tools bestowed onto the talent in agencies needs to evolve.