This article discusses how agencies are exploring the potential of AI, particularly generative AI, in media planning and its evolving role in the industry. Nuno Andrade, Chief Innovation Officer of Media Culture, has been testing ChatGPT for media buying queries, finding its ability to provide TV outlet recommendations impressive. While AI's accuracy is still evolving and it lacks certain capabilities, experts envision its integration into media strategies to enhance efficiency and audience targeting. This shift towards AI-driven insights aligns with the broader trend of using AI to drive business transformation and differentiation.
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