Marketecture: Get Smart. Fast. Cannes Special: Oleg Korenfeld from CMI Media Group Gives with a Case Study on Implementing AI at an Agency
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Jun 19, 2025 Oleg Korenfeld, CTO of CMI Media Group and expert in healthcare media, shares his insights on implementing AI in media planning. He elaborates on the challenges of automating processes and the limitations of generative AI for precise data queries. Oleg discusses the nuances of using predictive AI to enhance decision-making and the complexities of client relationships, particularly in navigating legal considerations. Their conversation emphasizes the need for human insight in balancing AI's role in optimizing media strategies.
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AI Struggles with Precise Data Queries
- Integrating generative AI in media planning showed challenges with inconsistent answers given the complex data involved.
- Media planning demands precise, repeatable outputs, which early generative AI struggled to provide reliably.
Use AI as Planning Assistant
- Build AI to assist planners by automating data processing rather than fully automating planning decisions.
- Use AI to sift through complex data but retain human oversight for final recommendations.
Generative AI Rollout Hit Roadblocks
- Initial rollout of generative AI-based tools revealed unpredictability leading to halted live deployment.
- The team shifted focus from chat prompt interfaces to predictive dashboards for stable automation.