The news: Artificial intelligence is transforming how brands navigate media buying, with digital ad buyers using AI for processes like ad personalization, audience insights, and creative ideation. In a conversation with EMARKETER, Mike Hauptman, CEO of cross-DSP manager AdLib, discussed how AI is altering the media buying landscape.

• AI is now a copilot in media buying. The tool is a “force multiplier,” said Hauptman—it allows agencies “to surface insights [and] anomalies and show what’s working without having to pore over data 24/7 … agencies [can now] provide the best possible strategies, insights, and data to the client.”
• AI is lowering barriers to media buying for smaller advertisers, who have historically struggled to access high-impact channels. Now, “any brand that wants to get into the [media buying] world” can do so without having to spend heavily on internal resources, Hauptman stated.
• Media buyers’ roles are changing as tasks become more efficient thanks to AI. “Media buyers are now the people who benefit from all the data, insights, and tests [from AI tools] … the things that used to take a week now take five minutes, if that.”

Yes, but: While AI is promising ease and efficiency for the future of media buying, the tech presents some clear challenges.

• AI simplifies media buying, but 62% of ad industry professionals cite complexity of setup and maintenance as a key barrier to adoption in media campaigns.
• Another 62% mention concerns over data security risks when using AI tools, while 61% have an insufficient understanding of AI technology and 60% worry about a lack of transparency in decision-making processes.

Hauptman agreed that AI can’t do all of the work in advertising. “Handing everything over [to AI] and just saying ‘go’ puts the burden on the brand and the advertiser to make [AI] work. There’s a lot of value to be extracted, but that future is much further down the line,” Hauptman said.

What marketers can do: Marketers are operating in a landscape where AI is a necessity—but as challenges are expected to persist for years to come, those who thrive will be the ones who find a happy medium.

Successful brands will “have enough control to be where they want to be,” but will strike “a nice balance” between automation and human oversight, Hauptman pointed out. As AI processes become more prevalent in advertising, authenticity and human oversight will become premium differentiators. Prioritizing storytelling and campaigns grounded in human experience will help brands rise above AI-generated noise.