Turning Screens into Ticket Sales: The Promise and Perils of AI-Powered Creative on Paid Media Platforms
This Industry Insight webinar will explore how AI is transforming paid media and what that means for visitor attractions across Scotland. Delivered by specialist paid media agency, The Media Shop, it will unpack the latest AI-powered tools available across platforms such as Meta, TikTok, and Connected TV providers including STV, showing how advertisers can now generate and optimise ad strategies and content at scale.
The session will focus on the practical opportunities AI presents, particularly for smaller marketing teams, from faster content production and smarter A/B testing to dynamic personalisation that helps turn screens into ticket sales. It will also address the potential pitfalls, including brand safety risks, over-automation, and measurement challenges when AI-driven campaigns evolve in real time.
The webinar will be presented by Ruth Berry, Insight & Strategy Director, and Teresa Turner, Senior Campaign Manager, from The Media Shop. Drawing on experience with leading visitor attractions such as National Museums Scotland, National Library of Scotland, and Paisley Halloween Festival, as well as several Scottish DMOs, they will share evidence-based insights and real-world results.
Attendees will leave with practical guidance on how to balance AI efficiency with human insight, to maximise ROI while safeguarding brand integrity.