From prompt to action: agentic AI for media strategy
How can marketers use agentic AI to automate their media decisions and radically accelerate collaboration with partners?
Introduction
In today’s data-rich advertising landscape, AI is shifting from a passive co-pilot to an active agent: a system that not only advises, but also independently executes tasks, prepares decisions, and initiates workflows. This hands-on Master Class shows marketers how to leverage agentic AI to largely automate audience analysis, budget planning, and partner briefing. Without requiring a technical background.
By the end of the session, you’ll know how to use AI agents as full-fledged team members (turning raw signals into personas, analyses, briefings, and optimization proposals) while staying in strategic control and applying them directly to your strategy, budgets and partner collaboration.
Key topics covered:
- Insights & personas: use AI agents to continuously monitor, cluster, and translate audience signals into dynamic, evidence-based persona, including automatically generated budget allocation based on predictive scoring.
- Strategy & local adaptation: let agents automatically adapt your creative narrative and campaign mood boards to regional nuances and cultural triggers, based on local data and sentiment analysis.
- Execution & reporting: automate the full campaign evaluation cycle: from collecting and analysing results to generating clear briefings and concrete optimization recommendations for your media and creative partners.
What will you learn?
- Understand what distinguishes agentic AI from traditional AI tools, and when to deploy agents versus performing tasks manually.
- Set up agentic workflows that independently collect, analyse, and translate audience signals into strategic recommendations.
- Make data-driven media planning decisions through automated scenario planning and budget optimization models.
- Automatically convert campaign reports into clear, action-oriented briefings for your external partners.
- Lead your media and creative partners more effectively, supported by AI-generated insights and well-founded recommendations.
For whom?
This Master Class is ideal for brand marketers and advertisers who want to strengthen their control over media planning and campaign evaluation and are ready to take the next step: from AI as a tool to AI as an active executor within their workflow.
The focus is on managing external partners more efficiently and intelligently, without requiring any technical background. A basic understanding of marketing campaigns or media planning is recommended.
Language
The training will be given in English, the slides of the presentation will be in English.
Participants may respond in the language of their choice.
Speakers
-
Frederik Dooms
Co-founder at MakaiFrederik brings over 15 years of experience in digital strategy, AdTech, and AI, with a background that includes roles at Google and WPP. He is the founder of the Belgium AI Index, a platform connecting businesses with local AI solutions. -
Pascal Van Laere
Co-founder at MakaiPascal has 25 years of experience in media and tech, including launching YouTube in Belgium at Google and leading the Northern European Learning and Development team. In 2023, he founded Balloonz, a training company focused on personal effectiveness and well-being.
Register
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Prices
- UBA member: Free. The participation fee is included in your company's annual membership contribution.
- Standard: € 430 (excl. VAT).
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