AI in media strategy: Think personal, plan smarter

This post is sponsored by Epsilon.

The marketing landscape is undergoing a rapid transformation, with AI driving change at an unparalleled pace. We have reached a pivotal moment where the future of marketing is unfolding in real-time - not a distant vision, but a present reality.

To manage the sheer volume of digital content, the complexity of media planning, and fragmented customer journeys, we need smarter, more powerful strategies to meet customers where they are and deliver experiences that stick. AI can help to connect the dots and deliver relevant, personalised experiences.

At DMA Singapore, I discussed why brands must embrace AI-driven marketing, starting with personalised media strategies.

Let's dive into what's trending and shaping insights for the future of our industry and how AI is going to help us get our audiences in a whole new way.

Trend 1: Blending the art & science of AI in marketing

Today, precision targeting is more important than ever. We must go beyond mere demographics and know the pulse of their audience - behaviour, intent, and emotion all included. Thus, blending predictive AI and Gen AI is the next revolution in targeting.

Using predictive algorithms, we can infer what a customer is likely to do next based on past behaviour and interactions. With this, we can deliver tailored messages in real time, ensuring customers receive offers, recommendations, or content that align with their immediate needs and stage in the buying process.

On the other hand, based on these insights, we can use Gen AI to creates content that is personalised and tailored to customer preferences. This can boost conversion rates and customer loyalty at the same time.

Trend 2: Dynamic creatives, personalised in real time

Customers expect ads that speak to them personally. AI enables us to customise every message element - from copy to images to video-based on preference, browsing behaviour, or any contextual element. Whether it is an offer related to a product bought before or a recommendation to explore a product similar to what they browsed recently, or even more simply, AI gives the means to personalise content and choice in real time.

AI does not stop at content creation; it is constantly optimising so that our messages stay relevant and interesting even as consumer interests evolve.

Trend 3: Real-time decision making and optimisation

AI's ability to drive decisions in real time is one of its greatest benefits. This gives us the advantage that traditional media planning does not: we can learn what worked and what didn't until the campaign is over.

With AI we can shift gears, change the creatives, reallocate budgets or target a different segment altogether, all in real-time.

At Epsilon, we see this every day with our AI tools keeping campaigns on the right track and relevant as they continuously optimise to ensure every dollar is well spent.

Trend 4: Data-driven measurement and attribution

Marketers have been having trouble determining the actual impact of their initiatives. Vanity metrics like clicks and impressions often do not tell the whole story. We must rise above surface-level data and see how our campaigns are driving real business outcomes by way of sales, ROI, and customer lifetime value.

AI-powered measurement tools can provide more in-depth insights to understand exactly how our campaigns are performing. It can integrate online and offline data, providing a much clearer and more holistic view of how our marketing activity impacts the bottom line.

For example, at Epsilon, we track everything-full path-to-purchase, product affinities, the long-term value of a customer and not just the number of clicks or conversions. That gives us actionable insights that can really fine-tune our strategies and optimise budgets.

By using predictive analytics, we can stay ahead of the curve by not just assessing historical performance but also projecting future results.

The time to leverage AI is today

As AI continues to reshape the marketing landscape, the convergence of predictive analytics and generative AI is unlocking unparalleled opportunities for marketers.

At Epsilon, we are witnessing the transformative power of personalised, real-time media campaigns that not only engage audiences but drive measurable outcomes across the funnel. Personalised media strategies are not just the future of marketing, but a powerful reality today. Crafting impactful media strategy isn’t just about blindly reaching customers—it’s about sharp segmentation and delivering relevance at scale.

So, let’s stop guessing and start knowing. It’s time to use AI to unlock the full potential of our data, deliver smarter marketing strategies, and build stronger relationships with our customers.

The writer is Simrat Sawhney, VP of sales and client growth for Asia, Epsilon.