"Horizon uses AI to centralize different parts of media buying, from audience planning and targeting to measurement and strategy. That centralization helps Horizon and its clients quickly collaborate using the same technology, which removes the need to field client questions to the right subject matter experts across disparate teams that exist within an agency."
"By 'removing the lag between question and answer,' AI can help 'reclaim the mantra of [agencies] being strategic partners' rather than vendors for marketers."
"Everyone is very excited about AI, but as a population, we're still acclimating to AI and figuring out how it should be used."
AI is transforming media buying by centralizing processes like audience planning and measurement, allowing for quicker collaboration between agencies and clients. This shift helps agencies reclaim their role as strategic partners. Domenic Venuto of Horizon Media emphasizes the need for the industry to navigate the balance between AI's benefits and concerns about its impact on creativity. The integration of AI is still evolving, with new generations adapting to its presence in the advertising landscape.
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