The short version

Mark Ritson predicted on November 19, 2024: “Virtual professor Mark Ritson reckons key strategic marketing planning functions face automation within five years or so. AI-powered automation is coming for marketing functions faster than many realise – with ad and promotion-focused marketers facing ‘a crisis’ as a result.” Verdict: Too early to tell. As of mid-2026, automated media planning tools have…

Prediction by

Mark Ritson

On November 19, 2024

“Virtual professor Mark Ritson reckons key strategic marketing planning functions face automation within five years or so. AI-powered automation is coming for marketing functions faster than many realise – with ad and promotion-focused marketers facing ‘a crisis’ as a result.”

Follow-up

As of mid-2026, automated media planning tools have expanded, and in-housing continues, aligning with the direction of Ritson's prediction. However, strategic media planning is not 'eliminated,' and the full crisis for promotion-focused marketers is still emerging. Given the forecast horizon is late 2020s/early 2030s, it is too early for a definitive judgment.

From the High Caliber AI network — see the AI for PR module in the course.