In a world of abundance, being normal is the riskiest thing that a marketer can do, writes UM’s Lawrence Dodds.
As artificial intelligence weaves itself deeper into marketing, from content creation to media buying, many believe it could finally “solve” some of our industry’s most persistent problems.
The promise is seductive: faster work, fewer mistakes, better outcomes. But as more brands lean into AI as a strategy rather than a support tool, a critical truth emerges: AI won’t help you choose better. It will just help you choose faster.
This is what we call the ‘choice conundrum’, a strategic tension that intensifies as options multiply. Media planning today means navigating an explosion of platforms, formats, targeting options, and data. But more choice hasn’t made decisions easier or better.
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