AI & Automation
AI vs Traditional Campaign Optimisation
A comparative assessment across matched account sets, and an honest account of where human planners still outperform.
Model-led optimisation wins on speed and consistency. Planners win on structural change, negotiation and contextual judgement.
The productive configuration is not a contest but a division of labour.
Our position: capability without an operating model produces expensive noise.
Shard & Co · Strategy Practice
This insight forms part of Shard's ongoing research programme. For the underlying methodology or a briefing with the authoring team, contact the practice directly.
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