AI in Media Buying: Hype vs Reality

AI is everywhere in marketing. Every platform, tool, and agency is now “AI-powered.” But if you’ve been in performance media for a while, you know AI isn’t new. Machine learning (ML) has been driving bidding, targeting, and optimisation for years. The real question isn’t whether AI is revolutionary, it’s how it actually improves performance marketing today.

AI vs ML: The Difference Matters

Many so-called AI tools are just advanced automation. Machine learning finds patterns in data, helping platforms predict which users will convert and how much to bid. True AI, the kind that makes independent decisions and strategises like a human, is still in development. But that doesn’t mean today’s AI-driven tools aren’t powerful.

What AI Actually Does in Media Buying

AI isn’t a magic button, but it can make a huge impact when used right. Some of the best applications include:

• Smarter Bidding – Platforms like Google Ads use AI to adjust bids in real time for better ROI.
• Audience Targeting – ML uncovers hidden behavioural patterns, refining who sees your ads.
• Creative Optimisation – AI can generate, test, and iterate ad creatives for better engagement.
• Fraud Prevention – AI flags invalid clicks and bot traffic before they waste your budget.

The Game-Changer: LLMs and AI Accessibility

What’s different today is how accessible AI has become. Large language models (LLMs) now help marketers generate ad copy, analyse campaign performance, and even brainstorm new strategies. AI tools that were once limited to big agencies are now available to anyone willing to experiment.

AI Can’t Replace Strategy (Or Can It?)

Here’s where things get awkward. Am I a human writing this? Or AI? Or maybe some human working with AI, trying to sound smarter than they really are?

Let’s be real, if this post is well-written, you’ll probably assume AI helped. If it’s a bit clunky, you’ll blame AI too. Either way, AI gets the credit or the blame. Meanwhile, the human behind the screen (if there is one) is just sitting here, sipping coffee, and wondering whether they’ll be replaced by a chatbot next quarter.

But here’s the thing: AI can optimise bids, generate copy, and crunch data, but it still can’t replace human intuition, creativity, and strategy. If you want truly great marketing, you still need people who know what they’re doing, whether they have a pulse or just a really well-trained algorithm.

So, what’s your take? Am I real? Is AI helping or hurting media buying? Or are we all just living in an algorithm’s fever dream? Let’s discuss.