The Archive · 2013 — Now
Paid Media archive.
46 posts in this category
46 essays in the archive · 13 languages · 45 categories
How much of media work can AI actually do? The 75–80% principle
Across the media tasks I have watched, AI does roughly 75–80% of the work — most in production, assembly, and pattern-finding, least in negotiation, relationships, and final judgment. It is a heuristic for finding the 20% you must keep human, not a benchmark. Here is the shape of it, and how to audit your own tasks.
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AI media planning and measurement design
AI media planning means the model drafts several structured options against the same brief and budget, and the planner chooses and refines instead of assembling one deck. The part teams under-plan is measurement: if the plan is generated but the measurement design stays the same, you produce more options faster and learn nothing more. Design the two together.
Activation when AI drives media production
When AI drives production, activation shifts from making assets to supervising a pipeline: variants, copy, and adaptations are produced in volume, and review becomes the real constraint. The operator's job becomes setting the guardrails, defining the review standard, and knowing when to stop the machine.
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AI creative production for paid media
No. 05Paid MediaAI for media planning
No. 06Paid MediaAI and brand safety in paid media
No. 07AIMeasuring marketing incrementality with AI
No. 08Paid MediaAI in retail media and clean rooms
No. 09AIGenerate High-Performing SEM Ad Copy with ChatGPT and Google Best Practices
No. 10Paid MediaLinkedIn B2Believe event Nov 2022 - A review
No. 11FacebookMy take on the future of Meta advertising revenue
No. 12Data privacyWill Machine Learning Make Performance Marketers Obsolete?
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