AI solutions in CAN Media

Just as everybody in advertising, weCAN agencies have been using AI tools on various fields for various tasks, now the media team from our Czech partner, CAN Media shares how they tackle everyday tasks with the help of AI and how they could benefit even more with the right tools.

Our job at the CAN Media team largely consists of evaluating, charting and presenting structured data to the client. As these tasks take up a large amount of time, AI could and does makes make our job a lot easier, with the current primary use of processing large amounts of data. Even in Excel for example - these tools have helped us organise our data, and beside this, we alsouse AI to generate various texts with ChatGPT, or to analyse documents using ChatPDF.

Another aspect of our job is communicating with a team of media specialists, a creative agency, suppliers or the client themselves - these tasks are where AI cannot offer much help, considering the personal aspect of this communication.

Beside the current application of these tools an important facet of this progress is to pinpoint where future AI tools could help our work. We are looking into trainings to introduce us to the different tools that currently seem helpful. There is a huge variety of them on the market at the moment, and unless one pays more attention to detail, it is very difficult to get to know them. We would definitely make good use of a tool for data processing and visualisation. 

We are also often involved in various tenders or planning media campaigns for current clients. In this case, we are looking forward working with a strategic tool that can work with the parameters set at the level of the objectives and budgets. In such a case, planning the campaign would be easier for us, and by combining our know-how with AI-laden experience, the effectiveness and strategy of the media campaign itself could be improved. 

We expect an increase in the use of AI tools in the coming periods, due to their continuous growth.

Dominik Machotka, Media Planner at CANMedia