{
  "id": 17748796,
  "title": "Media Buying Briefing: Overheard at Media Buying Summit: How AI is helping and hurting client relations and office work",
  "url": "https://urgent.news/2026/11/02/media-buying-briefing-overheard-at-media-buying-summit-how-ai-is",
  "topic": "ai",
  "section": "AI",
  "published": "2026-11-02T05:01:00.000Z",
  "source": {
    "name": "Digiday",
    "slug": "digiday",
    "url": "https://digiday.com/media-buying/media-buying-briefing-overheard-at-media-buying-summit-how-ai-is-helping-and-hurting-client-relations-and-office-work/"
  },
  "original_language": "en",
  "account": "At the Media Buying Summit, agency professionals expressed concerns that the widespread adoption of AI tools is both benefiting and burdening client relationships and office work. Participants at the two townhall sessions grappled with the challenges of clients requesting more than their media plans could accommodate, resulting in extended hours and the need to set boundaries. The attendees lamented the prevalence of poor briefs, which they attribute to AI-generated content that creates lengthy, disjointed documents that lack a clear focus on both marketing and business goals. These verbose briefs often include excessive information that appears unedited and disconnected from the intended purpose, leading to a sense of \"uncanny valley\" in the agency's response to them. Some clients even had AI-written briefs created for them, which were later found to be unrealistic and unfeasible. The attendees highlighted the importance of training staff to interact with clients more personally, rather than relying on automated email responses. They also discussed the dichotomy between fully automating processes to cut costs and focusing on human expertise to enhance efficiency and value delivery.",
  "summary": "Worries about lazy use of AI for client briefs and internal documents has agencies wondering how to make better use of the tech.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}