Dentsu Will Use AI To Reverse Engineer Entire Media-Planning Process
AI supports processes ranging from the brief to audience development and planning, but with help from artificial intelligence (AI) Dentsu will do more.
The company plans to re-engineer the media-planning process and allow its developers to build in features that back-step through each process. This will allow strategists to ask one question and, in return, receive answers focused on each step of the process.
The idea is to ask one question and get solutions to optimize "every step,” says Akash Jairath, global head of media products at Dentsu. “You have this brief based on everything you have run. It will show you how things can be adjusted."
He says audiences are built and questions are asked, with answers showing how to best optimize each process -- from creative to media strategies and media buying.
In the future, Merkury will inform each part of the strategy, including insights on creative.
Dentsu’s Merkury -- a global data, identity, and insights platform -- has been around for several years, but Merkury for Media launched in March, combining many capabilities across markets.
Dentsu's move to use AI for reverse-engineering media plans is a powerful demonstration of how technology is reshaping the advertising industry. However, for conservative campaigns, it's essential to approach this with caution. While AI can offer data-driven insights and streamline processes, it can't replace the nuanced understanding of voter sentiment that comes from direct human experience. Conservative values emphasize individual responsibility, personal connection, and the integrity of human judgment—elements that can easily get lost in the reliance on algorithms. As we integrate advanced technology into campaign strategies, we must ensure that it serves as a tool to enhance, not replace, the irreplaceable human element that drives conservative victories.
~Political Media