Lindsay Telles, founder of media buying agency Sellet Media, says AI won’t replace publisher relationships in performance marketing.
The AI Advantage
With nearly two decades of experience in media buying, publisher management, and performance marketing, Telles sees AI as a tool to augment human capabilities, not replace them. In her view, AI can streamline processes, help identify trends, and make campaign optimization easier. But AI alone can’t replicate the nuance and judgment that human relationships bring to the table.
The Human Touch
Telles emphasizes that building trust between publishers and advertisers is a delicate process that requires empathy, understanding, and strong communication. AI systems can’t replicate the emotional intelligence that human publishers possess, which is crucial in navigating complex marketing campaigns. By leveraging the strengths of both AI and human relationships, marketers can achieve better results and foster long-term collaborations.
What this means
For marketers, this means investing in AI tools that can enhance, not replace, human collaboration. By integrating AI-powered solutions into their marketing strategies, they can optimize campaign performance while maintaining the relationships that drive real results. Telles’ perspective is a reminder that while AI is a powerful tool, it’s only one piece of the performance marketing puzzle.
Lindsay Telles’ experience in the industry has shown her that AI can be a valuable asset, but it’s not a replacement for the expertise and relationships that come from working with human publishers. As the performance marketing landscape continues to evolve, Telles’ insights offer a clear-headed perspective on the role of AI in building successful campaigns.
