bvA Launches AI Trilogy for Media and Market Research
Amsterdam, vrijdag, 4 juli 2025.
The bvA Association of Consultancies is organising a series of three webinars on the application of AI in media and market research. These sessions focus on media planning, insights and impact, and demonstrate how AI can help reach target audiences more effectively and strengthen marketing strategies. The first webinar last Wednesday focused on smart media planning in a complex media landscape and also discussed brand safety and collaboration with media agencies.
Smart Media Planning in a Complex Media Landscape
The first webinar of the trilogy, held last Wednesday, focused on smart media planning in an increasingly complex media landscape. With the growing diversity of channels, formats, and technological solutions, making the right choices is becoming increasingly difficult. AI offers a valuable solution by enabling more effective planning, ensuring that target audiences can be reached at the right time through the right channel [1].
Brand Safety and Collaboration with Media Agencies
In addition to media planning, the session also covered brand safety. AI can prevent brands from appearing next to inappropriate or harmful content. The advent of AI also has implications for collaboration with media agencies, where new methods and technologies are changing traditional practices. Industry pioneers provided insights into how AI can be used to strengthen and secure brand positioning [1].
Market Research: From Insight to Impact
The second webinar in the series, scheduled for 28 October, will focus on market research. It will explain how AI transforms target audience data into smart, action-oriented marketing insights. Leading brands understand the importance of understanding what truly motivates their target audience. AI makes it possible to quickly and easily gain insights into the needs and desires of target audiences, allowing marketing strategies to be more effectively and relevantly tailored [2].
Creation: Smart and Responsible
The final webinar, on 6 November, will focus on creation. It will discuss how AI can be used to create smartly and responsibly. Prompting, or generating creative ideas with AI, is a key topic. The session will provide insights into how AI can enhance creative processes without losing the human touch [3].
Practical Examples and Applications
Practical examples show how AI is already being used in various sectors. For instance, in the retail sector, AI helps businesses optimise prices, predict demand, and increase customer loyalty. In financial services, AI detects fraudulent activities faster and more accurately, while simultaneously increasing transparency and control. In the industrial sector, AI prevents downtime and improves production efficiency through real-time root cause analysis [4].
Benefits and Challenges
The application of AI in public relations and audience communication offers both benefits and challenges. Benefits include improved efficiency, personalisation, and data analysis. However, challenges lie in areas such as privacy, inclusivity, and reliability. It is crucial to follow ethical guidelines and be transparent about how AI is used. Additionally, attention must be paid to making complex information accessible to diverse audiences, so no one is left behind [5].