It could sound bizarre, however I can’t consider AI media planning with out considering of the 1999 Robin Williams film Bicentennial Man. OK, nice, I can’t consider artificial intelligence (AI) on the whole with out it coming to thoughts, however I can clarify.
![Download Now: The Annual State of Artificial Intelligence in 2024 [Free Report]](https://no-cache.hubspot.com/cta/default/53/b72f2b25-8cc9-4642-9a1b-1e675d3d273b.png)
The film follows the “life” of Andrew, a robotic bought to do family chores, solely to understand he can do much more and desires to develop into human.
Clearly, that is excessive. I don’t assume ChatGPT will likely be going earlier than Congress to ask for human rights like Andrew anytime quickly.
However with AI a subject of day by day dialog, this imaginative marketer can’t assist however marvel about all the chances it holds, professionally and personally.
Final 12 months, Pew Research found 55% of People use AI at the least as soon as a day.
IBM found that 42% of enterprises additionally use AI as soon as a day, and an extra 40% are exploring the right way to incorporate it into their workflows. AI media planning is undoubtedly an space ripe with alternative.
Why Use AI for Media Planning
Effectively, why can we use AI for something?
A Forbes Advisor survey reviews that 64% of companies imagine synthetic intelligence may also help improve their productiveness — and AI media planning is not any exception.
Utilizing AI in media planning has many advantages, all of which result in higher general productiveness.
Advantages of AI Media Planning
Elevated Effectivity
Have you ever ever requested a chatbot a query? How lengthy did it take to reply? Typically, I’m guessing lower than a minute. AI can course of requests, analyze knowledge, and reply quicker than any human.
It’s no shock that according to HubSpot research, 90% of entrepreneurs say AI and automation assist them spend much less time on guide duties, extra time on the components of their job they get pleasure from most (80%), and extra time on the artistic facets of their function (79%).
For media planners, this will imply faster market and marketing campaign evaluation — two issues I’ve discovered to be notoriously time-consuming.
Quicker Optimization
AI algorithms adapt based mostly on the data they’ve. For instance, in case you enter or grant entry to your media marketing campaign efficiency knowledge, the AI device ought to regulate its output to ship optimum outcomes with the press of a button.
Decrease Prices
Due to its elevated effectivity, quicker strategic optimization, and proficiency with smaller duties, AI can decrease pointless bills in your media planning budgets.
For instance, in case you’re paying a freelancer by the hour to copy-edit your adverts, utilizing an AI device like Grammarly may also help reduce or remove the necessity for these hours.
When working with a restricted funds or lean staff (like lots of my outdated purchasers), these small financial savings could make an enormous distinction.
Elevated ROI
This probably goes with out rationalization, however once you spend much less, you robotically improve your return on investment. What enterprise doesn’t need that?
Limitations of AI Media Planning
Now, let’s take a look at the opposite finish of issues. As nice as AI sounds for media planning, it nonetheless has drawbacks.
Information High quality
Information high quality is probably the most important concern with any use of AI. Synthetic intelligence usually runs off data fed from its customers and the web — and, let’s be actual, there’s quite a bit of dangerous content material on the market.
Realizing this, you’ll be able to’t at all times know if the outcomes you get from AI are sound or based mostly on dependable sources. This may be harmful when utilizing AI for market or platform analysis in media planning.
Plagiarism
Compiling data from many sources comes with the risk of plagiarism.
AI-created content material is inherently by-product — based mostly on issues that exist already. So, there’s at all times the likelihood that your outcomes could also be much like what’s already on the market and even these delivered to a different person.
Think about operating a Fb Advert with the identical headline or picture as your competitor … not one of the best look.
Bias
As my teammate and senior advertising supervisor at HubSpot, Flori Needle, explains, “AI is biased as a result of society is biased.”
“Since society is biased, a lot of the information AI is skilled on comprises society’s biases and prejudices…For instance, a picture generator requested to create a picture of a CEO may produce photos of white males due to the historic bias in employment within the knowledge it realized from.”
Sadly, that is one thing I uncovered first-hand.
And bias is so prevalent that even Google needed to halt human depictions in its AI Gemini.
Stereotypes and bias are most undoubtedly not stuff you need in your artistic. So be cautious.
Privateness
As we talked about earlier, AI learns from something typed into it. Whereas AI can genuinely assist expedite your work, you could usually share detailed data to provide worthwhile outcomes, and AI is currently unregulated.
Meaning there isn’t any assure your shared data gained’t be handed on to others — possibly even your rivals.
Tips on how to Use AI for Media Planning
So, now that you already know the professionals and cons, what are some sensible and highly effective methods you should use AI for media planning?
Finest AI Media Planning Ways & Strategies
1. Repair spreadsheet formulation (e.g., Budgets).
As a principal advertising supervisor on our Built-in Advertising and marketing Campaigns right here at HubSpot, my teammate Basha Coleman is not any stranger to media planning. A method she makes use of AI to enhance her workflow is with spreadsheets.
“I take advantage of AI to unravel small issues like fixing spreadsheet formulation that aren’t working,” she shared.
“Quite than spending half-hour to an hour wanting up and understanding how a spreadsheet method works, I can get the answer from Chat GPT, then return and study the basics of why that answer labored when I’ve time.”
This little hack could be a big time saver for media planners working via funds spreadsheets or calculating efficiency stats.
Professional tip: Ajelix presents a number of AI and enterprise intelligence instruments that can assist you get extra out of your knowledge and spreadsheets. If prompting ChatGPT will not be your sturdy go well with, this specialised suite might match the invoice, and so they have a free plan to get you began.
2. Full marketing campaign analysis.
AI will also be helpful for distilling data throughout marketing campaign analysis.
Coleman continued, “If I wish to discover inspiration for an built-in marketing campaign, I can ask a generative AI device concerning the prime 10 media platforms in B2B and tweak my question till I get the inspiration I am searching for.”
Working with an AI device as a substitute of a search engine to assemble data could make it simpler to reply particular queries. There is no such thing as a must click on via a number of pages to search out what you’re searching for; AI does that for you.
Professional tip: Sharing particulars or efficiency outcomes out of your earlier campaigns may also help synthetic intelligence instruments generate extra customized and knowledgeable outcomes. When working with these instruments, create a spreadsheet with efficiency knowledge and marketing campaign overviews to add.
3. Counsel platforms and placement based mostly on knowledge.
Fb, Instagram, Spotify, Retargeting, Google PPC. With so many advert or media placement choices, it may be difficult to resolve that are price your money and time.
It’s at all times good to lean into knowledge, and AI may also help you analyze that knowledge for quicker conclusions. Some might even make particular suggestions.
Add your spreadsheet to ChatGPT and provides it a shot. In the event you’re operating adverts via your HubSpot Portal, use ChatSpot.
Professional tip: In the event you’re not the strongest prompter, there are AI media planning instruments constructed to deal with these particular sorts of queries. Take ReBid’s AI assistant, for instance:
When requested for advert placement options, the assistant tells you the kind of gadget, advert, and even platforms to deal with based mostly on the offered knowledge. Use the instruments to get options on concentrating on and general technique as nicely.
4. Get inspiration for copy.
Are you engaged on advert copy? Writing is without doubt one of the hottest use circumstances for AI, regardless that the content material isn’t full sufficient to publish as-is 96% of the time.
(Confession: I might’ve advised you that even with out the report.)
As a content material marketer with a decade of expertise, I might by no means counsel merely copying and pasting the primary content material a device offers you, however you’ll be able to actually use it to:
- Get tough drafts for social media captions
- Brainstorm headlines for adverts
- Draft outreach emails
Use these outcomes as a jumping-off level. Take what the device offers you and put aside time to form it into your closing product along with your model’s particular voice and persona.
Professional tip: HubSpot’s Free AI Content Generator may also help you in these conditions.
5. Create authentic photos for adverts.
Talking of advert artistic, AI may also help media planners generate high-quality authentic photos and video in lower than a minute — simply from a textual content description.
A few of my favourite AI image generators embrace:
You need to use these property in social media adverts, conventional print, and emails.
Professional tip: Alongside along with your immediate, give the device you employ an instance of a picture or visible you want. The extra element you’ll be able to present the faster you’re going to get the specified outcomes.
Many instruments, like Firefly, mean you can add “references,” however even when they don’t, you’ll be able to probably share hyperlinks to be analyzed.
6. Personalize your content material.
Now, the AI we’re speaking about right here is extra about algorithms and automation than technology, but it surely’s simply as impactful.
According to Deloitte Digital, manufacturers that cleared the path in personalization outperform those who don’t by at the least 20% in conversion charges, buyer engagement, and common order worth.
And who’s stunned? Individuals are wired to reply to their names. I don’t learn about you, however I like getting new music suggestions on Spotify based mostly on what I like.
AI may also help you create a equally pleasant expertise along with your promoting and media by incorporating content material personalization.
What does this appear like for media planners? Deal with viewers members by title or create adverts focused to particular pursuits, earlier exercise, location, and different private traits.
In the event you’re a HubSpot person, you should use the platform’s personalization tokens so as to add data from the CRM to your web site pages, touchdown pages, and advertising emails.
The purpose is to take what you already know about your target market and consider delicate methods to include that into your media to make it extra related, precious, and efficient.
Professional tip: Be aware of information privateness. Whereas individuals love customized experiences, in addition they don’t wish to freak out, questioning the way you realized their favourite midnight snack is Oreos and peanut butter.
Personalization is a fragile steadiness between considerate and creepy. Solely make use of information that’s public or shared with you instantly.
The very best media planners are (em)powered by AI.
At the moment, there may be numerous chatter about jobs in danger as a consequence of AI. Maybe the AI media planning suggestions we shared on this article additionally make you a bit nervous, however they don’t must.
AI is a whiz at knowledge processing, but it surely lacks your human expertise, emotion, and distinctive perspective. Quite than resisting or being cautious of AI in media planning, embrace it.
Take these six suggestions and see how you should use AI to your benefit to expedite your workflow and general be a more practical media planner.
