Media planning roles have increasingly come under scrutiny as AI reshapes the advertising landscape. Because so much of the job relies on repetitive and analytical tasks like data processing, forecasting, and ad optimisation, the function is often seen as being especially vulnerable to automation. But how is AI really changing the day-to-day reality of media planning? And should teams in this space be worried? To explore these questions, FutureWeek spoke with four media planners.
Jace Aspling, Senior Integrated Media Planner, True Media
“AI isn’t taking away the planner role as a whole, but making some of the repetitive and time-consuming tasks more achievable. Media research platforms are using AI to make their software faster and more intuitive by adding in prompt-based tools that function as a search engine or output machine.
“We’ve seen this improve workflow, but it also still requires a human touch to review inputs and outputs, as we should never assume that AI outputs can be copied and pasted verbatim. In the future, making sure we, as marketers, maintain a strategic edge while also leveraging AI tools for impact is key. Careful navigation of choosing when to rely on AI and when to use our brains is necessary, because the less we use our human abilities, the less trained we are in problem-solving and crafting engaging and strategic plans for the clients we work with.”
Fran Mahony, Group Planning Director, Mediahub
“AI is already deeply woven into the media planning process. Tools like PMax and Advantage+ may not always be labelled as AI, but that is exactly what they are – systems that automate labour-intensive, high-frequency tasks with predictable outcomes. This shift allows planners to dedicate more time to the abstract, less predictable and more inventive thinking that drives impact.
“What matters most is keeping humans firmly in control: more pilot, less auto. We have built AI agents trained on client plans and PCAs. These enable us to upload briefs and receive a “starter for ten” plan in seconds, drawing on data about which channels and mixes work best for which communication objectives. From there, human planners take over, applying creativity, context and originality. It is this human layer, beyond what automation can achieve, that ensures campaigns feel distinctive, relevant and able to connect meaningfully with audiences.”
Kathryn Bean, Head of Media, Miroma Founders Network
“As planners we’re seeing a lot of tech innovation coming from suppliers in how we build audiences and planning tools, improving time and efficiencies when building audiences and campaigns. The speed in which we are getting access to performance and campaign data is speeding up, from internal and external sources, meaning we can make campaign plan improvements quicker and optimise clients spend.
“As an agency, adapting AI is allowing efficiencies in the workflow in terms of how we communicate internally and with clients, from meeting notes in calls to AI tools used for reporting. Going forward, a key factor will be when AI has a real influence on clients’ creative process, generating high volumes of creative at speed. We will be able to run testing quicker and can gain insights whilst scaling. When working with clients in high-growth and scale-up phases, this will be key for clients looking to make gains vs competitors in the category.”
Ben Foster, Chief Digital Officer, The Kite Factory
“AI is already embedded into media planners’ ways of working; it’s the standard and a day without using AI is highly unusual. There are so many AI-powered tools and platforms planners can use to turbo charge their outputs that one of the new remits of a planner is to keep informed of all the AI technologies that could be helping them deliver better work. AI isn’t replacing planner resource in agencies; it is automating the manual and mundane, freeing up time for craft planning that elevates campaigns to the next level.
“Instead of spending hours compiling exec summaries of audience and market research, planners are refining AI-driven outputs and laying in deeper strategic insights. Instead of time being focused on manipulating data in Excel from competitor and audience tools, data visualisations are automated, freeing up time for planners to dig deeper into the emerging trends.”
