“How can you use AI to optimise your media budget?” I was asked. Here’s what I said.

Well, if you have (say) 5 things on a list called ‘How To Optimise My Media Budget’ – make sure AI, if it is on the list at all, is at position 5. Beneath:

1. Do we own a unique and valuable brand position in the mind of the consumer?

2. Are our most important Strategic Marketing decisions sufficiently innovative that they really are the very best way for us to sell.

3. Is our creative and messaging distinctive enough. So they actually know it’s us.

4. Are the things at 1 to 3 aligned to the overall measurable objectives and ambition of the business.

Then, and only then, should you even be entertaining the idea of twatting about with AI.

Do the grown up work – first.

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