Planning in the Age of the Algorithm: How AI is Disrupting the Media Planner’s Role

Artificial Intelligence (AI) is transforming the media industry at breakneck speed — from automated content generation to real-time media buying. While AI promises efficiency and precision, it also presents new challenges that media planners must navigate. This blog explores how AI is reshaping the role of media planners and what obstacles professionals now face in a tech-dominated landscape.

One of the biggest challenges is the loss of human intuition in decision-making. AI tools like programmatic advertising platforms optimise campaigns in real time, but they often operate as ‘black boxes’ with little transparency.

This can lead to issues with brand safety, ethical ad placements, and contextual mismatches (Kaye, 2024).Another major issue is data dependency. AI thrives on data, but with increasing consumer privacy concerns and regulations (like GDPR), access to rich data sets is shrinking. This forces media planners to rely on less reliable data, which weakens the performance of AI-driven tools (Ofcom, 2023).

There’s also the challenge of job displacement and skill gaps. As AI takes over repetitive tasks, media planners need to shift their skillset towards strategy, ethics, and tech fluency (Smart Insights, 2024). However, many professionals feel unprepared. A recent Hubspot survey found that 62% of media professionals lack the training to work effectively with AI tools

Lastly, there are ethical and bias issues. AI reflects the biases of its creators. If not monitored properly, automated systems may reinforce discrimination in targeting — excluding marginalised groups or over-targeting vulnerable consumers (Noble, 2018).

While AI presents exciting opportunities, it also introduces complexity. Media planners must learn to work alongside AI rather than be replaced by it. This means demanding transparency from platforms, investing in ethical training, and advocating for more responsible data use. The future role of a media planner may become more strategic and human-led — using AI as a tool, not a crutch.

AI is not just a trend — it’s a seismic shift in how media planning works. Those who adapt and evolve will thrive, but those who resist may struggle. It’s essential that media professionals stay critical, curious, and proactive in shaping how AI is integrated into the industry.