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Not in media anymore but I’ve built AI agents that:
Dissect MRI/Simmons or other similar data to summarize channel behaviors or audience profiling.
Summarize reporting data to identify key insights in performance.
Prioritize budgets for media mixes based on past performance data or other parameters you set.
Frankly given how data driven media is, AI should be your analytic assistant to save you time sifting through data and tighten your insights at pace.
We do this (plus more) and it’s a product we built for our agencies. We’ve got an end to end solution and different media modules. How sophisticated it is depends on the client.
AI in general or specifically LLMs? I haven’t seen LLMs used for r/f projections, how do you go about that? Don’t you need historical data and a forecasting model?
We sometimes use LLM to write automation scripts. Google Workspace and Office 365 both have similar automation backends so we can ask an LLM ito write App Script and automate some actions between Docs, Slides, Sheets, etc.
Taking notes/transcribing meetings has gotten really good for LLMs. We’re also working on creating an agent where we basically feed it notes and onboarding material so you can ask questions about internal docs, but not sure how truly useful it will be yet.
Outside of that, it sometimes acts as better search for internal docs, and I’ve used Deep Research to explore an idea that went nowhere.
I’ll be honest, outside of note taking there’s been only marginal help for some niche tasks, the hype for AI has far exceeded the day-to-day impact on the team.