AI is changing audience planning by making it possible to move from a campaign idea to an actionable audience much faster.
In a new article published on IAB UK, Mac Sawa, CEO of OnAudience, explores how AI is helping media teams translate natural-language campaign briefs into custom audiences based on behavioural, interest and intent signals. Instead of relying only on predefined taxonomies and lengthy manual processes, planners can explore relevant audience opportunities while consumer signals are still fresh.
The article also looks at what this means beyond speed. Faster audience creation can make planning more responsive and iterative, giving teams more flexibility to refine audiences, activate them across programmatic environments and learn from campaign performance.
As Mac explains, AI does not replace human judgement or create audience intelligence from nothing. Its value comes from processing meaningful data signals at a scale and speed that would be difficult to achieve manually.
Read the full article on IAB UK to explore how AI is bringing audience insight and activation closer together.
