With AI features becoming commonplace, the differentiator is the data.
As artificial intelligence transforms media planning, Katy Varner, global chief growth strategy officer at IPG Mediabrands believes the true competitive advantage lies not in the technology itself but in how agencies and brands harness unique input.
In this video interview with Beet.TV, she explains her agency’s approach.
The AI differentiation challenge
“AI is not really going to feel very distinctive in its solutions for clients if we aren’t distinctive in the information that we give it,” Varner noted.
“If you’re all giving a large language model the same information that everybody else has, then you’re not going to feel the true impact. Your efforts to build your brand will look exactly like everybody else’s.”
IPG Mediabrands recently won the U.S. media agency business for Anthropic, the AI startup behind the Claude chatbot, highlighting the agency’s commitment to AI innovation and expertise.
It worked alongside creative agency Mother on Claude’s well-received recent “Keep Thinking” campaign.
Preparing talent for an AI-driven future
The rise of AI also necessitates a fundamental shift in how junior talent approaches their role in media planning and strategy.
“The volume of performance data we’ve had for the past decade or so has made it so that there’s a lot of opportunity to be behind that data,” Varner said. “AI is going to take over a lot of that work, and that means for you to add value, you need to be somebody who can speak with authority to give context that AI can’t provide.”
This evolution requires developing confidence in making qualitative judgments and recommendations beyond what data alone can suggest. “Teams need to be confident with the fact that they’re going to have to be the ones who maybe push a little bit harder on the recommendation coming from AI,” she added.
Embracing rapid format changes
Looking ahead to the next two to three years, Varner emphasizes the importance of adaptability as AI continues to transform media formats and channels.
“Things like formats are going to keep changing. You’re already seeing that search is being impacted by AI and display assets are being impacted by AI,” Varner observed. “You’re going to need to be confident with making some very fast decisions.”
This acceleration of change is reflected in industry forecasts. According to MAGNA, IPG Mediabrands’ research unit, global advertising revenues are projected to reach $979 billion in 2025, with digital channels driving much of this growth as they continue to evolve through AI integration.
“Teams that are uncomfortable with making those quick decisions, moving forward more quickly, are going to see growth start to stagnate because other people are going to have taken those opportunities,” Varner warned.
You’re watching “A Beet.TV Leadership Summit with IPG Mediabrands at Advertising Week 2025, presented by Kerv, Samsung Ads, The Trade Desk & Teads” For more videos from this summit, please visit this page.
