The CAIC (“Cake”) Framework: Reimagining Digital Media Strategy Pedagogy With Artificial Intelligence

This article introduces the CAIC framework (Consumer journey mapping, AI integration, Innovative media mix, and Collaboration) as a pedagogical response to fundamental shifts in digital media planning driven by Artificial Intelligence (AI) and platform proliferation. It outlines the framework’s implementation through a structured curriculum, applied exercises, and experiential client projects designed to cultivate the essential media planner competencies. The paper presents CAIC as a foundational model to advance advertising education for an increasingly automated and complex media landscape.