If ChatGPT can write ads, do I still need a media buyer? 🤔
I’ve been in the growth seat at an AI ad platform (still in stealth 👀), and I keep running into the same question:
🧠With tools like ChatGPT, Midjourney, and PMax...
➡️ Is it still worth hiring media buyers or creative teams for ad campaigns?
Don’t get me wrong — human intuition and strategy are still key.
But I’ve seen campaigns where:
AI wrote the copy
AI generated the visuals
AI optimized spend
...and the ROAS crushed it.
So I’m genuinely curious:
👉 Where do you still rely on humans the most in performance marketing?
👉 And what ad tasks would you gladly never touch again if AI took over?
Let’s trade thoughts and horror stories 👇
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Replies
I think what you really need are good prompters. If someone knows how to specify the desired output, you can achieve great results. Ideally, the person should know how to create high-performing ads, including proficiency in image creation, writing captions, and understanding psychology, because knowing what people engage with is crucial. Psychology plays a huge role in that.
That's an interesting question! I've also noticed that AI is starting to play an increasingly important role in all aspects of advertising.
We recently launched a free, multifunctional AI assistant called ChatGOT, which can not only generate advertising copy but also generate image content.
Such tools can help teams significantly improve their creativity and efficiency, especially when budgets are limited.
I feel like AI is great at doing the repetitive stuff fast, but it still can’t read the room like a good strategist can. There’s just something about human gut instinct that’s hard to replicate.
Pokecut
Sure, AI can whip up killer copy, generate eye-catching visuals, and crunch spend data faster than any human. But media buyers bring something AI can’t—deep intuition about brand voice, cultural context, and that gut feeling when a campaign “just clicks” with a specific audience. They also navigate messy real-world variables like sudden market shifts, competitor moves, or subtle shifts in consumer mood—things AI models don’t always catch until after the fact.
Kalyxa
Great question — I think we’re entering the era where media buyers evolve from executors to strategic overseers. AI can handle the heavy lifting, but knowing what to test, why something’s underperforming, or how to tell a resonant story still needs a human lens. That said… I’d happily let AI take over spreadsheet wrangling and audience segmentation any day.