Strategic Planning

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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.

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The more specific timing predictions (strategic planning largely automated “within five years or so” and media planning “eliminated” in the 2030s) are not yet fully testable as of 2026. The “five years or so” window from late 2024 extends toward 2029, which has not yet been reached. The “2030s” elimination of media planning is explicitly a 2030s forecast and cannot yet be evaluated.

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Major platforms and ad stacks have accelerated AI-driven automated bidding, budget optimisation, and audience creation, consistent with Ritson’s forecast. However, his timeline is the 2030s, so by 2026 this is still in progress rather than completed.

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The prediction's timeframe extends into the 2030s, making it too early for a definitive judgment. While AI is augmenting media and strategic planning, 'elimination' is a strong claim yet to be realized.

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The prediction's timeframe extends to late 2029/early 2030, so it is too early to definitively judge. Current industry trends show increasing AI adoption in marketing, but not 'almost entirely automated' strategic planning at a global level.

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As of mid-2026, AI is integrated into parts of strategic planning (e.g., scenario modeling), but human oversight remains central. There's also growing emphasis on broad commercial and strategic skills in job descriptions. This aligns with Ritson’s trajectory, but as a longer-run transformation, the full outcome is not yet observable.