Our Insights

It’s 2025, and just about every media agency is talking about AI in advertising like it’s the holy grail. You’ve probably heard something like, “We use AI to automate workflows and maximize performance,” at least a thousand times. It sure does sound impressive, but here’s the thing – it’s become one of those phrases that looks good on a website but often doesn’t mean much unless you know how to dig deeper. If you’re a business owner trying to find a media agency that is leveraging AI responsibly and effectively, asking the right questions is a great first step.‍

Question 1: “Can you show how AI improves campaign performance beyond just automation?” 

Most agencies will mention time-saving tools or automatic reports, but that’s just scratching the surface. What you want to hear about is how your agency uses AI in digital advertising to predict and reach high-propensity audiences, make real-time optimizations, or run A/B tests to improve conversion rates. If they can show how those efforts directly improved cost per acquisition (CPA), return on ad spend (ROAS), or other relevant and measurable Key Performance Indicators (KPIs), you’re probably dealing with someone who knows what they’re doing.‍

Question 2: “Which AI tools for your media strategy are you using, and why did you choose them?”‍

This question isn’t about which agency drops the biggest name in the game necessarily; it’s about checking whether the agency is thoughtful and intentional with their toolbox. If they tell you they’re using a specific AI media buying tool because it gives them unique forecasting capabilities or allows for deeper integration with a key channel, that’s a good sign. Bonus points if they reference specific use cases like audience modeling, AI-powered ad targeting, or dynamic media mix decisions.‍

Question 3: “How do you make sure your team interprets AI recommendations correctly?”‍

Any agency can have the flashiest machine learning models for advertising on the planet, but it all falls apart if the humans running the campaign misunderstand the outputs. You want to hear that they have real people, with real training, reviewing what AI suggests and making decisions accordingly. Ideally, they’ve built internal checks and balances, a process for quality control, or have designated team members who specialize in blending “AI-driven insights” with their media know-how.‍

Question 4: “How do you combine machine learning with your media planners’ experience?”‍

This one allows you to get a feel for how they balance AI for media buying with human expertise. Media-specific AI isn’t advanced enough to be completely running the show yet. The best agencies will tell you that AI plays a role in guiding strategy, but the human brain is still behind the wheel. Maybe the AI tools help identify patterns or surface ideas faster, but the final decisions should still come from experienced media buyers who know when to lean into the data and when to trust their instincts. ‍

Question 5: “How is AI changing how you target, buy, and optimize your media?”‍

Finally, ask how AI impacts their full-funnel, omnichannel strategy. This question forces them to explain the big picture. A savvy agency will talk about smarter segmentation, predictive modeling, real-time creative testing, or dynamic media mix adjustments. If they zero in on just one tactic or get stuck talking about some platform feature (that you already have access to for free), it’s likely that their AI strategy isn’t actually a strategy; it’s a buzzword.

To make it easier to gauge where an agency stands, it helps to think about AI maturity. Some are still in the beginner phase, using AI for basic reporting and then calling it a day. Others are further along, using AI to not only create reports, but have integrated AI across the campaign lifecycle while still keeping the human element heavily involved. At LMP, we’ve been using and studying AI since its inception, with a designated taskforce that meets regularly to discuss the rapid changes in AI capabilities for media planning, and how we can and should leverage them to our clients’ advantage. 

At the end of the day, it comes down to one thing: clarity. A strong agency won’t be thrown off by these questions. In fact, they’ll welcome them. If someone can explain how they use AI to make your media dollars work harder (and prove it), you’ve likely found a partner worth trusting. If you’re getting vague answers or over-reliance on buzzwords, that’s your cue to contact our team at Lewis Media.