Observed Signal · Aug 14, 2026 · Commentary · Source: Meedia · Impact: 3/5 · Sentiment: Neutral
Thomas Koch: Will AI End Media Planning by 2028?
Thomas Koch comments on a Gartner forecast that predicts AI and self‑service advertising platforms will handle over 70% of ad spend by 2028 and could cost three in four media planners their jobs. Koch assesses the implications for large network agencies, independent agencies, advertisers and displaced media professionals, arguing the outcome will be mixed: network agencies may shrink headcount dramatically while independents and in‑house teams can adapt. He positions the change as disruptive but ultimately an opportunity for new consultancies, in‑housing and strategic specialisation rather than an absolute end to media planning.
The article analyses a Gartner forecast that forecasts major AI‑driven shifts in media buying (self‑serve platforms taking >70% of spend) and substantial agency headcount changes—this has material operational and strategic implications for agencies, advertisers and AdTech vendors.
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Key Takeaways & Evidence Grounding
- Gartner published a forecast saying that by 2028 more than 70% of global ad spend (over 80% in the US) will run through self‑service advertising platforms where AI significantly influences media planning, bidding and campaign results.
- Gartner drew the conclusion that AI could cost three out of four media planners their jobs by 2028.
- GroupM CEO Brian Lesser previously said in 2025: 'Within five years, there is no human that touches a media plan,' implying a human‑less media planning future by ~2030.
- Thomas Koch published this commentary on 2026-08-14, arguing the predicted disruption will produce winners (some agencies, independents, advertisers) and new opportunities (consultancies, in‑housing, start‑ups) rather than a universal collapse.
Connected Companies & Entities
11 Entities mapped“Gartner ('World Authority on AI') published a forecast predicting that by 2028 more than 70% of ad spend will run through self‑service adver...”
“GroupM's CEO Brian Lesser said in 2025: 'Within five years, there is no human that touches a media plan,' projecting the end of human media ...”
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“A related article listed: 'New CEO: Thomas Koch takes over leadership of iProspect Germany.'...”
Ontology Mapping & Concepts
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Gartner: AI will replace 3 of 4 media planners by 2028
Gartner forecasts that AI will automate roughly 70% of operational media‑planning tasks and that by 2028 more than 70% of global digital ad spend — about 80% in the U.S. — will flow through AI‑influenced self‑serve advertising platforms. The report emphasizes platform‑embedded AI on major self‑serve systems (Google, Meta, Amazon) that automates audience analysis, targeting, budget allocation, bidding, creative selection, pricing and delivery decisions. Gartner cautions that these platform‑driven efficiencies increase dependence on platform owners and do not necessarily yield lower costs or fully transparent campaign economics. It recommends advertisers build and prioritize first‑party data and data quality, be deliberate in platform selection and measurement choices, and use independent measurement to validate campaign performance and economics rather than relying solely on platforms’ attribution.
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