{"id":11281,"date":"2026-08-17T08:44:35","date_gmt":"2026-08-17T14:44:35","guid":{"rendered":"https:\/\/attentionmedia.io\/?p=11281"},"modified":"2026-08-17T08:44:35","modified_gmt":"2026-08-17T14:44:35","slug":"the-next-ai-opportunity-is-deciding-where-to-spend","status":"publish","type":"post","link":"https:\/\/attentionmedia.io\/?p=11281","title":{"rendered":"The next AI opportunity is deciding where to spend"},"content":{"rendered":"
\"Multiple<\/div>\n

AI is giving marketers more ways to change where money goes while a campaign is still running. Media bids, creative, targeting, channel mix, and budget allocation can increasingly be adjusted based on performance data without waiting for the next planning cycle.<\/p>\n

That shifts the value of AI from producing marketing faster to deciding where the next dollar should go. As those decisions become more automated, marketers need to determine which ones AI can make on its own, which require human judgment, and how to know whether the resulting efficiency improves business performance.<\/p>\n

Marketing spend increased only 1.7%<\/a> in the last 12 months, the lowest since 2021, according to a recent survey of 300+ U.S. marketing leaders. Moreover, marketing budgets dropped to just 9% of total revenue.<\/p>\n

With AI proving valuable for improving everything from sales productivity to customer satisfaction, organizations estimate that it will account for more than half of their marketing activities by 2029<\/a>. Leading organizations are using AI to optimize spend, unlock new revenue opportunities, accelerate growth, and make their marketing dollars go further.<\/p>\n

Competitive advantage will increasingly come from marketing intelligence rather than marketing spend. Companies are using algorithms to analyze user behavior, historical campaign performance, competitor activity, and customer context at the time of engagement to segment audiences with far greater precision.\u00a0<\/p>\n

Using this insight, they are delivering highly targeted, dynamic promotions, pushing the right content, at the right time, through the right channel. Savvy marketers are relying on AI models\u2019 detailed analytics to pursue outcomes such as higher conversion rates, improved engagement, revenue impact, customer lifetime value, marketing productivity, and faster speed-to-market.<\/p>\n

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AI is optimizing media buying and campaign performance<\/h2>\n

Netflix is a great example. Recently, the company used a predictive churn modeling system to identify at-risk subscribers and then targeted them with retention campaigns to reduce cancellations. The company also improved engagement by using AI to create and test personalized thumbnails and customize them to individual viewing habits.\u00a0<\/p>\n

Similar opportunities are emerging across sectors: <\/p>\n