Horizon Media’s Katy Ferguson: Agencies Need ‘Right People’ To ‘Harness And Leverage’ AI Technology

Why It Matters

AI can transform ad spend into measurable revenue, but only agencies with skilled talent and strong incrementality measurement will capture that value.

Key Takeaways

• AI boosts efficiency and serves as strategic thought partner
• Outcome‑focused measurement links media spend to revenue
• Proving incrementality demands robust measurement frameworks
• Human talent must master and apply AI tools
• Horizon leverages data DNA for accountable, outcome‑driven campaigns

Summary

In a recent interview, Horizon Media’s senior executive Katy Ferguson discussed how artificial intelligence is reshaping agency work. She emphasized that AI’s immediate impact lies in streamlining processes, but its greater value is as a strategic partner that elevates creative thinking and client outcomes.

Ferguson highlighted the industry’s shift toward an "outcomes era," where advertisers measure success by revenue impact rather than sheer media volume. She noted that proving performance is easier than proving incrementality, which requires sophisticated measurement tools to attribute business results directly to media actions.

The conversation underscored a recurring theme: technology alone isn’t enough. Ferguson argued that agencies must cultivate the right human intelligence—people who can navigate, harness, and leverage AI platforms. Horizon’s DNA of data and accountability positions it to meet CMO demands for transparent, outcome‑driven insights.

For marketers, the takeaway is clear: investing in AI tools must be matched with talent development. Agencies that combine robust measurement capabilities with skilled personnel will deliver measurable revenue growth and stay competitive in a CTV‑centric, AI‑driven marketplace.

Original Description

Artificial intelligence impacts client work through efficiency gains, strategic thinking elevation, and outcome-driving tools, though human intelligence remains essential for navigating AI-driven environments effectively.

“Where are we seeing AI really impact what we’re doing from a client perspective? The first is obviously efficiency and saving time,” Katy Ferguson, president, Horizon Media East, told Beet.TV contributor David Kaplan at the Beet.TV/Horizon Media AI Media Summit in New York. “For me, it’s really how we use AI as a strategic thought partner to really elevate the thinking and the work that we’re doing for our clients.”

The outcomes-focused era demands both different buying approaches and measurement methodologies that connect media investment to business results.

Buying and measurement both evolving

Advertisers pursue dual transformation through purchasing strategy changes and measurement methodology improvements, focusing on revenue generation and business outcomes rather than media placement alone.

“I think it’s a combination of both. We are really very much focused on measurement and connecting the dots between how we’re thinking about revenue or driving revenue and driving business outcomes versus just putting media out into the ether,” Ferguson said.

This connection between marketplace investment and business impact addresses critical CMO questions about advertising effectiveness and accountability.

Incrementality needs measurement infrastructure

Proving incrementality presents greater challenges than demonstrating performance because it requires proper measurement frameworks, though Horizon deploys multiple tools and resources to answer these essential questions.

“Proving incrementality is probably a little bit harder because we need to actually be able to have the measurement in place in order to do that,” Ferguson said. “At the end of the day, performance is one thing, but if it’s not able to drive your business and the business outcomes, then it isn’t really doing what it needs to be doing.”

Human intelligence drives competitive advantage

Agency competitiveness in AI-driven, outcome-oriented environments depends on human capabilities rather than technology acquisition, as widespread technology access creates differentiation through skillful application and strategic thinking.

The focus on human expertise acknowledges that while technology has become more accessible across agencies, success requires practitioners who can effectively navigate complex AI landscapes and extract maximum value from available platforms.

“It’s really about having the right human intelligence and the right people who are able to navigate and lead in this world and are able to leverage all of the great platforms and resources that are available,” Ferguson said. “Everybody, a lot of people have really great tech. We need to have the right people who are able to harness and leverage that tech.”