Making Creator Headlines · Page 9
Media Agencies Gather to Assess AI, Naturally Bringing Plenty of Human Commentary
· New York time
Digiday's Fall Media Buying Summit examined the benefits and challenges of AI across the media agency business, according to the publication's recap. The discussion reflects an industry assessing how new tools fit into the work of planning and buying advertising. For agencies, the appeal of automation sits beside questions about how people will use it and where professional judgment remains important. A tool can alter a workflow without settling every decision about a campaign, a client or the value of the agency's advice. The summit's premise is fittingly human: to understand what machines might change, gather the people whose work is changing and let them talk. The software may promise efficiency, but the business still needs a meeting to decide what efficiency is worth. Even the automated future has an agenda.
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