Paid media is the category where AI tooling is easiest to oversell, because the platforms themselves already ship a great deal of it for free. Google’s Performance Max and AI Max, and Meta’s Advantage suite, sit directly on auction data that no external vendor can see. Any third party tool in this category has to justify itself against that baseline.
In practice the honest wins are narrower than the marketing suggests: producing enough distinct creative to keep a campaign learning, reconciling spend and results across channels into one view, and enforcing guardrails such as brand exclusions and negative keywords that automated campaigns will otherwise ignore.
There is also a measurement trap worth naming. Automated bidding is only as good as the conversion signal you send it. Before you evaluate any tool in this category, confirm that your conversion events are defined, deduplicated and actually firing. A tool cannot fix an incentive you have pointed in the wrong direction.