Using AI in media planning: A guide

AI in media planning represents a major leap from traditional spreadsheets, presentations, and good old-fashioned brainstorming. It blends technology with creativity. As a result, you’re able to make smarter advertising investments and target audiences efficiently. 

AI tools for media planning leverage algorithms and machine learning to predict consumer behavior and measure the overall effectiveness of marketing campaigns in real-time. 

5 benefits of using AI tools for media planning

Introducing AI in your media planning process helps you:

1. Boost efficiency and speed of media plans: Artificial intelligence analyzes data at speeds no human team can match, cutting down the time it takes to research, plan, and adjust your marketing strategy to thrive in the AI era.
2. Target audience better: Reach the right audience with greater accuracy by identifying high-value segments based on behavior, demographics, and intent.
3. Optimize marketing spend in real time: As campaigns run, AI continuously learns and fine-tunes performance. You’re always improving, not reacting after the fact.
4. Cut wasted media spend: Smarter targeting and faster decision-making mean less budget wasted on low-impact placements.
5. Improve ROAS: With sharper audience targeting and better ad performance, your campaigns deliver more value for every dollar spent.

Read more: Understanding the basics of media planning strategy

How does artificial intelligence for media planning work?

Here’s what AI actually does behind the scenes to turn raw data into smarter media plans:

• Instant pattern detection: AI analyzes vast amounts of data to identify patterns and insights that would take many hours to find, if they uncover them at all.
• Continuous learning: AI models learn from new data entering the system, helping you make more informed media investment decisions. 
• Precise prediction: As AI systems process more data over time, they get better at predicting outcomes and optimizing media buys. 
• Compounding advantage: The continuous feedback loop makes each campaign smarter than the last, keeping you a step ahead in a fast‑moving market.

Read more: Boost results with data-driven media planning

How to use artificial intelligence analytics for media planning

As with any new technology, marketers are still trying to figure out exactly how to leverage emerging AI tools for media planning. There are different ways AI is being used to help marketers gather and analyze data. Let’s review four use cases.

1. Leverage predictive analytics 

Using predictive analytics, AI helps you forecast audience behavior by analyzing both past performance and real-time data. You can spot trends early, anticipate what customers will do next, and make decisions backed by evidence—not guesswork.

2. Optimize media budget

AI shows you which marketing channel mix is delivering and which one isn’t. Instead of waiting weeks for performance reports, you can reallocate budget on the fly to double down on what’s working.

3. Personalize campaign targeting

AI constantly reviews changing consumer shopping behavior, preferences, and demographics. As a result, you can build campaigns that speak directly to the people who are most likely to convert, without wasting spend on broad, generic targeting.

4. Analyze audience sentiment

AI digital media planning tools can scan social posts, reviews, and feedback to surface real audience sentiment. You’ll know how people really feel about your brand and campaigns, so you can adjust messaging or creative before it’s too late.

Integrating AI in media optimization 

With AI in media planning, your team can move from reactive planning to proactive performance. It enables smarter forecasting, more efficient budget allocation, and a direct link between campaign activity and business results. 

We broke down three key areas where AI adds value to your media optimization process.

1. Forecasting marketing investments 

AI’s predictive capabilities make forecasting faster, sharper, and more reliable. Analyze historical trends and real-time performance data to predict which channels, tactics, and audiences will deliver results in the future, not just based on marketing instincts but grounded in evidence.

With AI, marketers can anticipate market changes, consumer behavior, and the effectiveness of different media platforms, enabling them to invest their marketing dollars more wisely and achieve a better return on investment.

2. Maximizing incremental revenue through AI optimization

AI-driven optimization maximizes marketing incrementality: the additional income generated from AI-enhanced media planning and buying strategies. 

By creating and using machine learning models, AI determines the best combination of media channels, campaign timings, and targeted audiences to optimize ad spend efficiency. Some key benefits include:

• Improved targeting accuracy, reaching potential customers more likely to convert.
• Dynamic ad personalization, enhancing user engagement and conversion rates.
• Real-time campaign adjustments based on ongoing performance data.

These capabilities ensure that every dollar spent is utilized to its fullest potential, directly contributing to increased incremental revenue.

Read more: How incremental is my media performance?

3. Using AI tools to understand marketing’s impact on profit and loss

AI helps you with cross-channel media measurement. You understand the campaigns driving higher revenue. Based on this information, you’re able to reduce the budget wastage on underperforming ads. 

What’s more, with AI media planning tools, you can also measure the marketing halo effect. This equips you with data-driven insights to ensure you’re not reducing spend from channels that are bringing more value than is visible from straight conversions.

This ability to analyze data more effectively puts you in a position to show your impact on the bottom line of the business. It enables media planners to have a stronger voice at the table when budget season comes around. You’re better able to not only protect their dollars but also make the case for more investment in the future.

Features and capabilities of Keen’s AI media planning software

The Keen platform is the first of its kind to appear in the AI media planning space. It offers a suite of features designed to revolutionize media planning and forecasting:

• AI in media planning: With Keen’s AI software, marketers are able to tie media spend back to their company’s revenue, making it easier to plan spend for the next year and make adjustments quickly.
• Predictive analytics: Utilizing historical data, Keen’s software can predict the outcomes of different media planning scenarios, helping marketers to choose the most effective strategies.
• Scenario planning: Marketers can simulate various investment levels across different channels and measure the projected impact on sales and profitability.
• Budget optimization: Our AI tool for media planning recommends allocating budgets across channels to maximize return on investment.

Read more: How to implement AI-powered marketing tools

The future of artificial intelligence in media planning 

If you’re still relying on spreadsheets, static reports, and gut feel, you’re already behind. AI is changing how media planning gets done. Fast.

As a media planner or buyer, you need to react in real time, shift budgets mid-flight, and prove ROI across every channel—CTV, social, programmatic, search, retail media, and more. AI helps you do that without waiting weeks for performance reports or digging through siloed data.

This evolution represents more than just a shift in tools or tactics; it’s a fundamental change in how we approach marketing strategy. With AI integrated into our media planning software, we’re not just optimizing campaigns; we’re transforming the understanding of what’s possible. 

Interested in learning more about Keen’s AI in media planning capabilities? Schedule a demo today!