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