How AI Is Changing Paid Media

I’ve been in paid media long enough to see trends come and go. Some stick, some fade, but AI in 2026 feels different. It is no longer something operating in the background. It is running campaigns in ways we could never have managed manually and changing the way we think about performance entirely. What fascinates me most is how much time it saves on the stuff that used to feel endless. Bidding, targeting, testing creative, all of that used to take hours every day. Now AI can handle the heavy lifting, freeing up teams to focus on strategy, storytelling and the bigger picture.

Why Human Strategy Still Matters in AI-Driven Campaigns

But here is the thing. It is not about AI doing everything. The campaigns that actually perform are the ones where you guide it, give it the right inputs and make sure the creative is strong and the strategy makes sense. AI can optimise the mechanics, but it cannot decide whether a campaign resonates or if it aligns with your brand. That part still comes down to humans.

For me, the shift has been freeing but also challenging. It forces you to rethink how you measure success. You cannot just obsess over clicks or tiny tweaks anymore. You have to think about the story you are telling, the audience you are reaching and the long term impact of your campaigns.

I have also noticed that AI encourages experimentation in a way that was harder before. With automation and predictive models doing the repetitive work, we can test more creative ideas, new messaging or audience approaches without worrying about the manual grind. The speed at which campaigns can evolve now is something I have never seen before. It is exciting to watch results in real time and adapt almost instantly.

The Changing Skill Sets and Team Dynamics in Paid Media

At the same time, AI is changing team dynamics. The skill set that matters today is different. You need people who can interpret data, guide algorithms and make creative decisions based on insights. The work is more strategic and creative, less about execution. For me, that has made my role more interesting because I can focus on the things that actually move the needle rather than being bogged down by repetitive tasks.

If you are in paid media and you are not leaning into AI, you are missing a huge opportunity. It is not just a tool. It is now the engine behind campaigns that scale and evolve faster than ever.

The teams that embrace it, guide it and combine it with smart creative thinking are the ones that will succeed in 2026 and beyond.