AI is no longer just hype, it’s genuinely changing how we plan, execute, and optimise digital campaigns. While there’s plenty of noise out there, real and practical use cases are already delivering value.
From hyper‑personalised creative to smarter planning and performance improvement, AI is an important part of campaign management.
Here are five ways it’s already making a difference:
1. Media Planning & Forecasting
AI is making strategic planning more effective by forecasting campaign outcomes through Media Mix Modeling (MMM). By leveraging historical data, seasonal trends, and platform benchmarks, it can estimate performance across channels and guide smarter decisions. It can answer questions like “which channel mix is most likely to hit our sales target?”
With these insights built into the planning process, teams can make informed choices and optimise campaigns before they go live.
2.Budget Optimisation & Allocation
AI takes a lot of manual effort out of campaign budget management. Most of the platforms offer capabilities powered by machine learning to automatically adjust bids and shift budget towards the best-performing placements. E.g. Meta Advantage+, Performance Max.
Third-party tools and predictive models also support smarter, more agile reallocations, helping estimate the true contribution of each channel to overall performance.
3.Ad Creative Generation & Optimisation
AI plays a key role in speeding up the creative process and enabling hyper-personalisation at scale. Whether you’re using Meta Advantage+ Creative, Google Performance Max, or TikTok Smart+, AI tools can now generate multiple ad variations across formats and platforms.
Dynamic Creative Optimisation (DCO) allows campaigns to serve tailored creative assets to different audiences based on signals like behaviour, intent, and demographics.
On top of that, creative scoring tools use AI to predict how well assets are likely to perform before launch, enabling teams to go live with the most optimised creative.
Not every creative solution works for every brand, so testing and learning is essential to find the best approach for your objectives.
4.Audience Segmentation & Targeting
AI-powered tools are transforming how we build and target audiences. Features like GA4 predictive audiences and Microsoft AI features in Bing Ads help brands improve targeting accuracy, increase ROI, and reduce wasted spend by anticipating which audiences are most likely to engage or convert.
For businesses that rely on inbound calls or lead generation, AI can also help classify calls by intent and feed qualified leads back into ad platforms to improve targeting accuracy.
Strong first-party data is essential for getting the most out of AI-powered audience targeting. The cleaner and more accurate your data, the better your targeting will be.
5.Reporting & Insight Generation
AI is making reporting more accessible and insights easier to uncover. Instead of searching through dashboards and spreadsheets, AI-powered tools now allow you to ask straightforward questions like ‘which channel drove the highest ROAS last week?’ and get a clear, natural-language answer.
Conversational AI chatbots, built on large language models (LLMs), translate technical data into plain English and bring all data sources together into one intelligent interface.
This means anyone on the team, not just analysts, can access meaningful insights, monitor performance, and make decisions faster.
AI is here in many forms, helping us work faster, smarter, and more effectively across campaign planning and execution. But it’s important to remember that human input remains essential. It’s people who train the models, judge the outputs, and continuously refine them to ensure they align with real goals and brand values.
If you’re looking to better understand how AI can support your marketing efforts, we’ve developed an AI Audit, a practical framework to evaluate where and how AI can add value across your campaign management workflow.
Get in touch if you’d like to explore this further or see how your current setup measures up.
