The Future of Media Planning: Balancing AI’s Power with Human Creativity

In their joint presentation for Radiocentre Ireland, Sarah Mahony and Andy Pierce explored how artificial intelligence is reshaping media planning — bringing both opportunity and risk for marketers and Irish media alike.

They opened by describing AI not as a threat to jobs but as a “promotion” for everyone — an intelligent new colleague capable of automating repetitive, data-heavy tasks with remarkable speed and accuracy. However, they cautioned that if the industry begins to outsource not just labour but critical thinking, it risks amplifying existing challenges: declining media investment, shrinking marketing influence, and a drift towards short-term, efficiency-driven strategies.

Andy illustrated how Ireland often finds itself in the shadow of a larger “big sibling” — the UK — with global advertisers assuming that what works there will work here. Yet Ireland is a distinct market: its GDP is six times smaller, its population thirteen times smaller, yet UK adspend is thirty-one times larger. This suggests that Ireland underinvests in media relative to income, leaving real headroom for growth. Unlike the UK and US, where 78% of ad budgets now flow into pure-play digital driven by Silicon Valley interests, Ireland still maintains a healthier, more balanced media mix aligned with long-term brand-building principles.

The speakers warned that uncritical adoption of AI could “supercharge” short-termism and further detach marketing from creativity and culture. Irish media, they argued, is more than a distribution channel — it reflects Irish humour, voices, contradictions, and values. Protecting that ecosystem is essential for national identity and democratic discourse.

Sarah O'Mahony demonstrated how AI is already transforming media planning at Core through tools such as SearchAI (which activates or pauses paid search campaigns based on competitor presence and organic ranking) and PrecisionAI (which automates ad versioning and creative testing). These tools drive efficiency, save budget, and free up time for more strategic, imaginative work.

However, citing a recent U.S. CMO survey, Andy highlighted a concerning trend: many marketers conflate efficiency with effectiveness. Reducing costs doesn’t inherently build better brands . The pair concluded that AI should handle the maths, but humans must protect the magic. If Ireland embraces AI as a supportive partner — not a creative replacement — the industry can strengthen both marketing effectiveness and the cultural distinctiveness of Irish media for future generations.

You can view a recording of the presentation and download the presentation deck by clicking the buttons below.