
The rapid evolution of AI is transforming not just content creation but also the way advertisers approach engagement, budgets, and overall marketing strategy. A new analysis shows that treading water is no longer enough – it’s sink or swim for radio.
The latest report from strategic advisory and consulting firm Madison and Wall, The Future of Planning Is the Platform, commissioned by Google, explores these sweeping changes and their impact on marketers, agencies, and traditional media platforms.
The report highlights a shift away from traditional media planning frameworks, as AI-driven automation reshapes how campaigns are executed, optimized, and evaluated.
Historically, media planning followed the AIDA model—Awareness, Interest, Decision, and Action—organizing marketing efforts into a structured funnel based on consumer behavior. Advertisers balanced branding initiatives with direct response tactics, allocating budgets accordingly. However, the rise of performance marketing emphasized real-time adjustments and measurable results, pushing advertisers toward digital channels capable of immediate feedback.
AI-driven advertising platforms have accelerated this transformation. Google’s Performance Max, Meta’s Advantage+, and Amazon’s Performance Plus utilize machine learning to adjust budgets dynamically, optimize creative content on demand, and refine targeting strategies in real-time. While smaller brands and performance-driven marketers have quickly embraced these tools, larger advertisers have been more cautious in their adoption.
One of the key insights from The Future of Planning Is the Platform is that AI’s impact extends beyond automation. Unlike AIDA, AI can simultaneously track multiple customer journeys, refining messaging, and ad placements in real-time.
This shift carries significant implications for traditional media, including radio. For years, AM/FM has been a valuable component of media plans, known for its reach, cost efficiency, and brand-building potential. But as AI-driven platforms prioritize highly measurable, outcome-based marketing, legacy media must adapt to maintain its relevance in an increasingly automated advertising ecosystem.
The report suggests that radio and other traditional channels will need to strengthen their ability to demonstrate effectiveness through enhanced data partnerships, digital integration, and improved attribution tools that align with AI-powered decision-making.
AI now enables advertisers to incorporate first-party customer data directly into media buying platforms, refining targeting and measurement capabilities. Radio stations capable of integrating listener data with digital advertising tools will be better positioned to attract ad dollars, while those that remain disconnected from AI-driven planning could see budgets shift toward more measurable alternatives.
While AI’s ability to optimize performance marketing is undeniable, The Future of Planning Is the Platform also raises concerns about its potential impact on long-term brand building. AI platforms are designed to prioritize short-term performance metrics, often optimizing for immediate conversions rather than broader brand awareness. Some marketers worry that this could devalue traditional branding strategies, including radio campaigns that rely on emotional resonance and sustained audience engagement.
This debate between short-term performance and long-term brand equity is particularly relevant to radio. Advertisers have long recognized radio’s ability to foster strong audience connections and reinforce brand identity over time. However, as AI-driven platforms increasingly favor immediate, quantifiable results, radio must adapt by demonstrating its value within this evolving framework. This could involve adopting new measurement standards, integrating digital attribution tools, or forming partnerships with AI-powered ad platforms.
Ultimately, The Future of Planning Is the Platform presents a picture of an industry in flux. AI-driven advertising is rapidly reshaping consumer engagement, and traditional media—including radio—must evolve to remain competitive. The report suggests that radio’s continued relevance in an AI-dominated marketplace will depend on its ability to embrace new measurement approaches, integrate with digital platforms, and emphasize its unique role in long-term brand building.