At Plug, we try to make the highly complex world of modern media work with great media fundamentals and help cut through the hype so innovation drives performance and doesn’t just feed buzzwords and tech tax. 

With that in mind, you would have to be living in a cave not to see that AI is surging in media circles. While there’s a lot of hot air on the subject, the power of AI truly is revolutionary. I’ve really enjoyed seeing the features developed with our tech evolving. When you see AI adding tangible value right in front of you, even the deepest cynic becomes a believer. So, what are the trends we should be looking out for?

1. Accessibility

One of the biggest leaps with generative AI is that everyone can use it—no data science degree required. By asking a GPT-style tool questions, you open the door to enormous stores of knowledge (though it’s worth remembering that you still need to verify the answers).

At Plug, we’ve got large language models connected directly to our media planning data, creating a level of accessibility we’ve never seen before. Whether you want to quickly identify Amazon segments, location demographic insights, or the best channels for maximizing attention, an LLM can handle these queries in seconds. It’s a game-changer for both our commercial and operations teams, cutting down on cumbersome processes so they can focus on strategy and deeper analysis.

That said, expert oversight remains crucial. AI helps us move faster, but when you get into the nitty-gritty, you need the judgment and experience of seasoned professionals to make truly great decisions. Still, this surge in accessibility is a trend I love, and one I hope will continue to flourish.

2. Automation

I consider myself fortunate not to have spent too many hours trafficking campaigns, but I’ve certainly had my fair share of producing pitches, PowerPoints, and end-of-campaign reports. AI’s power to automate these more repetitive tasks is phenomenal.

That doesn’t mean the hard work disappears entirely—far from it. You still need that dedicated effort to refine, check, and shape your final output. But the ability to get a first draft or develop compelling visuals at speed drastically shortens the journey from idea to execution. As AI techniques become more sophisticated, we can expect this level of automation to expand even further, touching everything from creative optimization to dynamic bidding strategies in real time.

3. Convergence

Media can sometimes feel like a circus act—spinning plates that represent performance, quality, attention, cost, and even sustainability. Balancing each one is an art form, but it’s an art made much more feasible when AI is in the mix.

We have a head start, and we are lucky to have some brilliant minds at Plug —including exceptional planning expertise and the ability to combine data sets. Yet I’ve been equally impressed with how AI is now helping us merge all these elements into a single, cohesive strategy. By adopting new data techniques and applying AI insights, we ensure that every aspect of a campaign—whether it’s cost efficiency or environmental impact—is given proper attention and intelligently woven together.

Ultimately, AI makes the best even better at what they do. Rather than hide behind a black box and lose transparency, our philosophy at Plug is to keep clients informed, share insights openly, and push for measurable results. If you’re curious about how Plug and AI can drive better outcomes for your brand, we’d love to walk you through the details—so you can see, first hand, the revolutionary power of AI in programmatic media. 

Ollie Chapman, Chief Revenue Officer, Plug Media

Plug Media - Your Sustainable Partner in Programmatic Excellence and Innovation