Noble People Releases Original A.I.-Powered "Budget Balancer" Tool, Creating Widespread Solutions for the Ad Industry

Feb. 27, 2025

Finding the ideal media mix between performance and brand – and knowing how to pitch it to the C-suite – has become much easier thanks to Noble People. The independent media agency is sharing its free AI assistant called Budget Balancer. This digital tool guides marketers through the first step towards determining an effective split between brand and performance media – and even lets users practice selling it to a virtual CFO.

Todd Alchin, Noble People’s chief marketing officer said:

“This is an example of using AI for what it does well, synthesizing what is already in the public domain but providing endless flexibility in how to communicate these complicated concepts. AI is at its best when it amplifies how we work, allowing us to be more impactful for our clients. Noble People hopes that tools like Budget Balancer can help marketers navigate the B.S. that surrounds this topic.”

 

Budget Balancer was developed by a Noble People team led by Alchin, a communications strategist who is certified in Applied Generative AI for Digital Transformation from MIT Professional Education. It is just one of the more than 150 GPTs Noble People has created internally, many of which were created by employees themselves. These tools have assisted employees with everything from thinking like the agency’s creators (such as “Write like Greg,” which creates memos written in the voice of CEO Greg March) to looking for logical flaws in their pitches (via “Where’s the BS?,” which seeks out fallacies and overclaims to determine accurate expectations for media campaigns.)  

To use Budget Balancer, users simply input the name of the brand and fill out relevant variables including category, purchase method, pricing strategy and brand size. Additional details about the company can also be included to further refine the plan. The GPT then suggests how much of the budget should be allocated for performance versus brand marketing for the user in seconds. The pitch is complete with recommendations, rationale, arguments for the strategy, pros and cons, and an alternative suggestion. 

Tom Morrissy, Noble People chief growth officer said:

“The single most pressing issue CMOs mention when searching for a media agency is trying to find the right balance between brand and performance media. Our tool makes it easier for them to assess their current budgets and plans and to articulate those challenges and opportunities to their CFOs who are not typically trained in marketing.”

 

One of the most novel things about Budget Balancer is the ability to have a phone call with a virtual CFO. After receiving a written memo that explains the media plan, users can then call a virtual CFO to role-play what an executive might ask. The CFO thinks quickly on its feet and responds in real-time, helping the user learn how to defend the plan and get the budget allocation they need.

Budget Balancer complies with U.S. and international privacy and security regulations, and all the inputted information is completely anonymous.