WWO Blog: AI Emerges As Media Planning Tool, With Warnings Attached.

Artificial intelligence is rapidly becoming a tool that local advertisers are using to inform media planning and buying decisions, but industry observers caution that it must be applied carefully and with a clear understanding of its limitations.

In the latest offering from the weekly Westwood One blog, Cumulus Operations President Bob Walker outlines both the promise and the pitfalls of using AI systems in advertising strategy, noting that while these platforms can assist with research, creative development, and planning support, they don’t operate like traditional search engines and shouldn’t be treated as infallible sources of data.

Walker writes that AI platforms “offer new ways to find information and solve problems,” but stresses that “AI does not work the same as a Google search.” Instead, he says, AI requires more precise prompting and a structured approach if advertisers want reliable results that can inform real-world media decisions.

That distinction, he argues, is especially important for local advertisers who are increasingly turning to tools such as ChatGPT for insights on audience targeting, campaign planning, and message development.

Citing a Quantilope study of 2,000 adults, Walker notes that AI adoption in professional environments remains limited, with only 34% of adults reporting monthly use of AI at work and 58% saying they have never used it for work purposes. Against that backdrop, he suggests that many advertisers are still learning how to integrate the technology effectively into established planning workflows.

Among the best practices Walker highlights is the importance of being highly specific in prompts. He writes that “the more specific the language used, the more accurate the response,” recommending that users clearly state desired outcomes such as “grow awareness,” “increase sales,” or “expand my customer base.” He also emphasizes the value of incorporating reputable sources directly into queries, noting that this can help guide AI systems toward more accurate information.

Walker further warns advertisers to pay close attention to sourcing and publication dates when using AI-generated outputs. “Don’t take data at face value without checking it,” he advises, adding that users should verify claims against current and credible datasets. He also underscores that results may vary significantly across different AI platforms, and even within the same platform depending on how queries are structured or how the system is configured for individual users.

The article points out that ChatGPT, for example, is designed as a conversational assistant capable of answering questions, drafting content, solving problems, and offering creative suggestions. Walker suggests that while these capabilities can be valuable for busy local advertisers, they should not replace verified industry research or syndicated data sources. He cautions that AI systems can sometimes produce incorrect or misleading information, referencing what some experts describe as “hallucinations,” where outputs are not grounded in reliable training data or identifiable patterns.

Walker also notes that AI responses are not static and can change based on context, user settings, or whether a user is logged into a platform. Features such as memory functions can personalize responses, further contributing to variability in results across users. This, he argues, makes careful interpretation and verification even more important.

Ultimately, Walker says AI can be a powerful tool in the media planning process when used correctly, but it requires discipline, precision, and critical evaluation. Success with AI, he says, depends less on the technology itself and more on how thoughtfully advertisers apply it in practice.