by: Tracy Call
I recently had to map out my agency’s 2025 approach to strategic and annual media planning, and it gave me a sinking feeling. I knew from experience that this task meant surrendering an entire weekend to typing out ideas, inputting them into a timeline and writing complex definitions for each step. Not my favorite thing.
So this year, I tried something different. I entered my thoughts into ChatGPT, got back a solid framework, and spent a few hours fine-tuning it. Released from the headtrash of weekend homework, my sinking feeling transformed into joy and freedom. My wife and I spent the weekend indulging in some quality time hanging out on our deck and listening to music. Glorious.
Believe it or not, ChatGPT is now two years old. In that time, I’ve heard several business leaders share their opinions on it (and artificial intelligence in general), and they’ve generally fallen into one of three categories:
“I love AI because it’s going to help me replace people.”
“I’m terrified of AI because it’s going to replace people.”
“AI will be the end of humanity”
Which camp do I fall in? None of the above. To me, the fundamental question about AI isn’t “will it replace or kill us?” but “how will it free us to be even more human?” In my world (advertising and media), it’s elevating both heart and humanity in three key ways:
1. AI is making the human touch more valuable in buying media.
Media is expressed in data points, and AI is good with data. So media agencies should use it exclusively to buy media, right? Wrong. If you actually know how media is bought, then the thought of a non-human doing it makes about as much sense as a robot writing your wedding vows. Humans consume media. Partnerships are built on relationships. And relationships are about people.
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If you actually know how media is bought, then the thought of a non-human doing it makes about as much sense as a robot writing your wedding vows.
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AI doesn’t know if a demographic was underserved in a market, or how to buy media during political seasons so your ads don’t get bumped. And because you, a human, have a strong relationship with your media reps, only you can keep your clients’ ads from getting bumped, because those reps like and trust you.
Is AI perfectly suited for buying digital media? No. In theory, AI can make targeting, dynamic pricing and optimizing content more efficient. In reality, it makes errors that no human would make. In theory, AI can analyze consumer data, track patterns and predict future behaviors. In reality, only humans can find the nuances to truly understand an audience. In theory, AI can serve ads to the right people at the right time. In reality, AI-optimized campaigns leave way too much room for error.
Most importantly, AI can make you less likely to try creative solutions. A few years ago, my agency executed a hugely successful radio campaign for a medical device company, in part because we took the time to find DJ endorsers across the country who suffered from the condition their device solved. AI can’t do that.
2. AI is freeing creatives to explore new ideas and communicate them more effectively to clients.
Mega ad agencies might use AI to, say, show a car scaling a Himalayan cliff without actually paying for a production shoot in Nepal. We’ll never go to market with AI-generated content because the quality isn’t there and the consumer is already too sophisticated about it (a recent CNN story discovered that saying your product uses AI erodes trust). But we do use AI voice programs to generate first-run ideas and create mock-up audio and video spots. It saves time by showing the client how options will sound and provides excellent direction for the real voice talent.
3. AI is making events and activations even more effective — and needed.
Loneliness and isolation are legit epidemics, and technology is partly to blame for them. But what if technology is on the verge of helping us feel more connected instead of less?
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What if technology is on the verge of helping us feel more connected instead of less?
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We recently acquired an activations agency called Haus of Sonder, and I’m bullish about that offering. Haus of Sonder creates events that energize communities. They started Fashion Week Minnesota, which is one of the most genuinely inclusive, inspiring and joyous events you’ll ever experience. Without AI, I wouldn’t have had the time to attend it and feel that sense of connection. Hopefully, more people will now be able to do the same.
Conclusion
I recently heard a Buddhist speaker say, “Time isn’t short; it’s finite.” Thinking “time is short” triggers a fear-based, fight-or-flight response. Life becomes about quantity, so you try to cram in as much as possible. “Time is finite” is awareness-based. Life becomes about quality, so you figure out what’s important.
After two years in the AI Age, I’m already convinced that we’ll look back and thank this new technology for freeing us. AI isn’t just about productivity; it’s about liberating us to experience life more fully — giving us more time to connect with our families, loved ones, communities and ourselves, and to explore our extra-human qualities.
(By the way, this article was 100% human-generated. But I used AI to read it back to me and help me improve it.)