At the Adforecast #10 conference held on October 8 at Les Echos in Paris, Didier Quillot, Executive President of Cityz Media, spoke about how artificial intelligence is changing the way media is planned and managed. Quillot explained that Cityz Media is moving away from a system that relies heavily on automation and instead adopting what he called an "agentification logic." In this new approach, AI helps media planners by analyzing briefs, creating scenarios, comparing different media plans, and offering recommendations—all in a matter of seconds. This shift is intended to make the recommendations given to clients more relevant and faster to deliver. Quillot highlighted that outdoor communication—such as billboards and public transit ads—has a large amount of data that can be used to better understand audiences and the environments in which they are exposed to advertising. AI can process this data quickly, allowing for the comparison of more factors, the identification of patterns, and the generation of scenarios that can be directly applied in media planning. However, he also pointed out that the success of this approach depends heavily on the quality of the data, which remains a significant challenge for Cityz Media as a real-world media company. According to Quillot, AI has the potential to transform many routine and time-consuming tasks in media planning, such as analyzing briefs, creating reports, and tracking performance. These tasks could become much more efficient with the help of AI. However, he emphasized that tasks requiring human judgment—such as creativity, cultural understanding, experience, and knowledge of the industry—will remain crucial. AI can analyze data, but media planning is ultimately a real-world experience that requires human insight to fully understand the challenges brands face. Quillot concluded that while AI can assist in generating data-driven recommendations, the role of human experts will still be essential. These experts are needed to interpret the data, place the recommendations in context, and make the necessary trade-offs to align with the specific needs of a brand. The integration of AI into media planning is not meant to replace human expertise but to enhance it, allowing for more informed and strategic decisions.