Leadership at Cannes | AI and Authenticity: Engineering Trust in Automated Advertising
Why consent-first is the only future-proof strategy for digital advertising
By Thomas Bailly, Director of Global Agencies, Utiq
Artificial intelligence is reshaping the planning discipline. It’s no longer simply a tool for automating tasks or optimising spend; it’s a critical part of how we think about audience targeting, media buying, and overall campaign execution. But with this increased power comes responsibility – and the conversation around AI in planning must evolve to emphasise trust, transparency, and the indispensable role of human insight.
“This year’s conversations will be more intentional, focusing more on roles, use cases, and the true role of humans in the planning process.”
Planning has traditionally been about understanding your audience – who they are, where they are, and how best to engage them. AI promises to make this process faster and more efficient, enabling brands to connect with consumers more precisely than ever before. But without discernment, this efficiency bears the risk of losing sight of the human elements that make campaigns impactful – trust, transparency, and the irreplaceable value of human judgement.
The need for human insight in AI-driven planning
AI can automate tasks, optimise processes, and recommend optimal tactics and audienes. However, it cannot replace the human insight, the creative leap from pattern to insight. Great planning is not only data-driven, it’s also insights-driven – unearthing the revelatory truths hidden in the data, that one piece of insight that makes creatives and strategists say ‘ah-ha!’ and frames the issue to be solved in a different way.
AI can predict the channels and tactics that will work best, but human planners must interpret these insights to understand the deeper motivations of people and ensure the strategy resonates with the audience in a meaningful way.
At Utiq, we believe AI should work in partnership with human expertise, enhancing the planning process rather than taking it over. AI can quickly process large amounts of data, but the strategic decisions and the craft (tone, context, and emotional nuances) will separate good from forgettable
Building trust in AI-powered planning
As AI plays a larger role in the planning discipline, the bar for ethical use rises. Consumers are more aware of how their data is being used, and they expect transparency. This is where ethical planning practices come into play. It’s not enough to use AI for efficiency; we must ensure that it’s being used to create campaigns that are not only effective but also respectful of user privacy.
Utiq’s Consentpass is built for this challenge. We’ve developed a solution that empowers brands to engage with with real people – not just impressions – in a responsible, privacy-first way. Planners can optimise with confidence, with the knowledge that they are reaching their intended audience without compromising trust.
“The brands that win will be the ones harnessing all this new tech to scale personalisation, without compromising consumer privacy.”
Consent and transparency aren’t optional; they’re foundational. Clear, human-centred communication about data use, paired with thoughtful opt-in mechanics, will define the leaders in this space.
The future of planning in an AI-driven world
Looking ahead, it’s clear that AI will become the permanent mechanical backbone of campaign planning. But the future I envision isn’t one where AI replaces planners; it’s one where AI and human taste combine to create smarter, more impactful campaigns.
At Utiq, we’re committed to helping planners strike this balance. Our Authentic Audiences model puts user consent at the centre, while empowering agencies with the tools they need to reach their target audiences effectively and responsibly.
In the end, the key to success won’t be the flashiest or most cutting-edge technology. AI can bring unprecedented efficiency, but it’s humans applying good taste, sharp judgment, and deep understanding of consumer insight that will make AI work in service of brand connections that are meaningful, authentic, and aligned with brand values.
