Here is the summary:

Revista Anuncios: Can media planning lose its personality with automation?
Ana Castro: Yes, if it’s used without criteria. Automation can make all plans look alike because it tends to repeat formulas that are efficient but not very differentiating. To avoid this, human judgement is essential — it brings brand sensitivity, market understanding, and creative decisions that a machine cannot make.

R. A.: So, what does AI contribute to planning?
A. C.: AI organizes data, detects patterns, and saves time by removing repetitive tasks. It doesn’t replace intuition or strategy, but it does enhance the team’s ability to analyse better and make clearer decisions. Its greatest value is freeing up time to think, listen, and support the client.

R. A.: How does Mediaplus Alma approach this?
A. C.: Through a real balance: AI provides speed and consistency, while the team contributes strategic vision, sensitivity, and judgement. Our method, the Growth Planning System, combines both worlds to achieve efficiency without losing personality, and to build decisions that drive real growth.

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