How AI is Reshaping Media Planning: Insights from Fireside Chat with Monks and Akkio

At the Digital Marketing World Forum (DMWF) in New York, industry leaders gathered to explore the cutting-edge potential of AI in media planning and execution. In a fireside chat, Craig Wisneski, Head of Product at Akkio, and Victoria Milo, SVP of Media Solutions and Emerging Technologies at Monks, shared their insights into how AI is revolutionizing the way agencies approach media strategy, audience building, campaign optimization, and reporting.

This conversation touched on everything from practical AI applications to how agencies are adopting new technology to enhance creativity and efficiency. Here are some of the key takeaways.

1. AI Unlocks Efficiency Across Campaign Workflows

A common theme in the fireside chat was the immense potential for AI to automate repetitive, time-consuming tasks, freeing media teams to focus on strategy and creative execution.

Victoria Milo from Monks emphasized that agencies no longer need to fear AI as a disruptive force. Instead, they should embrace it to unlock efficiency in media planning and activation. "We've seen AI dramatically improve the way we manage tasks like audience tagging, asset uploads, and data aggregation," she explained. By automating these processes, Monks has allowed its teams to dedicate more time to higher-level strategy and client outcomes.

Craig Wisneski from Akkio echoed this, pointing out how AI is already helping agencies streamline operations by taking on essential but tedious tasks. "One of the big wins we're seeing with AI is automating repetitive tasks—like generating reports and combining data from multiple sources for analysis—in a way that was never possible before," he shared. The ability to do this with natural language queries instead of complex code has transformed workflows and improved speed and accuracy.

2. AI Brings Together Creative and Media Teams

One of the most exciting developments in AI, according to Victoria, is how it is bridging the gap between creative and media teams. "Creative and media strategies have traditionally operated in silos, but AI is forcing a new level of collaboration between these groups," she said.

AI is now embedded within major platforms like Google and Meta, where creative solutions are integrated into the media buying process. This has enabled media strategists to take on more creative roles, using AI to generate content that is aligned with campaign strategies. Monks, for example, uses its own AI tools to develop creative outputs that align with audience insights, allowing teams to personalize content and adapt it to different audience segments.

Victoria shared a recent campaign with Hatch, where Monks used AI-driven tools like Google’s Gemini and Monks’ own Persona Flow to generate hundreds of creative assets tailored to different audience personas. The results were higher engagement rates and lower cost-per-purchase, showing how AI-powered creativity is driving real business outcomes.

3. AI Enhances Audience Targeting and Campaign Performance

Another key advantage of AI is its ability to enhance audience targeting and improve overall campaign performance. Craig Wisneski described how Akkio’s AI platform allows agencies to go beyond traditional audience segmentation. "We’re seeing fascinating developments in audience creation, where AI can analyze data and generate highly targeted audiences based on complex queries," he said.

This has unlocked new creative possibilities. Craig shared how AI systems can "unpack" audience data in ways that media strategists may not have anticipated, sparking creative approaches to targeting and content creation. For example, instead of just identifying basic demographic segments, AI can reveal deeper insights into audience motivations and behaviors—insights that can then be used to craft highly personalized campaigns.

4. Measuring ROI and the Business Impact of AI

A critical aspect of adopting AI in media is demonstrating its return on investment (ROI). Both Victoria Milo and Craig Wisneski stressed the importance of starting small and scaling up AI applications once the value is clear.

Victoria emphasized the need for a clear measurement framework. "We’re still in the phase where AI is an investment. It's important to design pilot programs that focus on specific, measurable outcomes—whether that’s increasing asset production, reducing costs, or improving speed to market," she explained. By identifying clear, short-term goals, agencies can build a strong case for continued investment in AI.

Craig added that AI can enhance both efficiency and creativity, which can yield different types of ROI. While efficiency improvements are often easier to measure (e.g., time saved, cost reductions), the creative benefits of AI—such as the ability to generate more engaging, high-quality content—can drive top-line growth, making campaigns more effective and delivering better results for clients.

5. Adopting AI Across Teams: Building a Culture of Innovation

Implementing AI across large organizations requires a cultural shift. Both panelists agreed that getting buy-in from all levels of the organization is key to successful AI adoption.

At Monks, Victoria shared how her team overcame the challenge of "AI creep," where different teams were adopting disparate AI tools in an uncoordinated manner. By setting up an organized system for onboarding new tools, Monks ensured that AI was being used strategically and in compliance with privacy regulations.

Craig highlighted the importance of ease of use in driving AI adoption. He explained that tools like Akkio are designed to break down silos between different roles—allowing teams to blend their tasks more seamlessly, collaborate better, and tap into the creative potential that comes from AI-assisted workflows.

Conclusion: AI is the Future of Media

The fireside chat at DMWF underscored that AI is no longer a "nice-to-have" for agencies—it’s an essential tool for staying competitive in today’s fast-paced media landscape. Whether it’s improving efficiency, enhancing creativity, or unlocking new insights, AI is already transforming the way agencies plan, execute, and optimize their campaigns.

As Craig Wisneski put it, "AI is the biggest technical sea change most of us will experience in our careers." For agencies willing to embrace this shift, the potential rewards are immense.

Interested in learning more about how AI can drive your media strategy? Let’s chat about how Akkio’s platform can help your agency work smarter, faster, and more effectively.

‍