Commentary

Do Advertisers Dream Of Electric Sheep?

When MediaPost named generative AI tech developer OpenAI agency of the year late last year, some readers scratched their heads.

"You were so right," one of them emailed me in early February when OpenAI unveiled text-to-video tool Sora.

I often describe what I do as a media trade journalist …

2 comments about "Do Advertisers Dream Of Electric Sheep?".
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  1. John Grono from GAP Research, March 26, 2024 at 8:43 p.m.

    One wonders who the AIMG surveyed.   If it is what I suspect, 83% is a surprisingly low.

  2. Jim Meskauskas from Media Darwin, Inc., April 24, 2024 at 12:57 p.m.

    The other reason you might not see higher percentages associated with AI use for media planning, aside from the machine-learning-driven aspects of it that are already foundational, is that the data sets necessary for output akin to what LLMs produce have to be enormous. Literally billions of data points. Schedule data, buy data, delivery data, MRI/Simmon-esque survey data, across every demo and geography. Oodles and oodles of it. Can an AI bot be used as an interface to process data more quickly than a planner or buyer has on hand? Sure. But pre facto planning and buy de-risking through AI is still some ways off. Unless MediaOcean and Nielsen want to open up their databanks for all to use?!

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About the Author

Joe Mandese is the Editor in Chief of MediaPost. You can reach Joe at joe@mediapost.com.

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