"AI and Innovation in Media Buying": Zoheb Gafoor, Havas Media Network

Why It Matters

Adopting agentic AI and unified measurement will differentiate agencies and brands in Southeast Asia's fragmented media market, driving efficiency and competitive advantage.

Key Takeaways

• AI, especially agentic AI, reshaping media buying in Southeast Asia.
• Fragmented media landscape demands holistic measurement across funnel stages.
• Havas seeks partnerships with tech firms to pilot AI-driven solutions.
• Industry peers prioritize learning from AI measurement case studies.
• Upcoming sessions aim to create a collaborative "beehive" of expertise.

Summary

Zoheb Gafoor, GM of digital for Southeast Asia at Havas Media Network, discusses how artificial intelligence—particularly agentic AI—is becoming central to media‑buying strategy across the region. He highlights the dual challenges of leveraging AI for planning, implementation and optimization while navigating a fragmented media‑solution landscape that spans upper‑mid and lower‑funnel tactics.

Gafoor points to the need for holistic measurement frameworks that can capture performance across the entire funnel. He notes that both industry peers and tech partners are generating valuable case studies on AI‑driven measurement, and he is eager to learn from those successes.

A recurring theme is collaboration: Gafoor describes upcoming sessions as a "beehive of leading minds," emphasizing the importance of connecting with brands, agencies, and technology providers to co‑create innovative AI solutions.

The takeaway for marketers is clear—adopting agentic AI and unified measurement is no longer optional. Firms that partner with tech innovators and share insights will gain a competitive edge in a rapidly evolving media ecosystem.

Original Description

Zoheb Gafoor, General Manager of Digital, Southeast Asia, at Havas Media Network, shares his excitement about attending ATS Singapore 2026, where he will be speaking on a panel about Connecting Solutions Across APAC’s Multi‑Layered Media Landscape.

He reflects on key trends across the region, from the use of agentic AI in media planning and buying to the fragmentation of media solutions in today’s market. He also highlights the importance of finding ways to measure outcomes holistically across the funnel.

0:00 Introduction

0:19 What is the hottest industry topic in APAC this year?

1:08 What discussions are you looking forward to from the ATS panels?

1:57 What are you hoping to see at ATS Singapore?

#adtech #media #APAC #ATSSingapore #voxpop