Bringing AI to the Budgeting Battle with a Fresh New Tool

Noble People has launched Budget Balancer, a new AI-driven tool aimed at solving one of marketing’s most frustrating problems—how to split media budgets between brand and performance. Built with a mix of creativity and hard data, Budget Balancer gives marketers an easier, faster way to find the right balance and back it up with solid rationale. Even better? It includes a role play feature where users can practice pitching their plan to a very realistic virtual CFO. The goal: help the industry move faster, think smarter, and make those tense budget conversations a lot less painful.

---

Noble People’s Role in the Indieverse

Tom Morrissy, Chief Growth Officer at Noble People, summed up the agency’s role in the indie world neatly: “We are a media agency… born out of creative agencies.” Their foundation blends creativity and analytics, with Morrissy adding, “Creativity and media is a hack to growth.” For Noble People, smart growth happens when left-brain and right-brain thinking come together.

---

Inside Their AI Experiments

Todd Alchin, Co-Founder of Noble People and head of their AI initiatives, explained how the agency developed more than 150 internal GPTs. “The creativity comes from that thought about what, what kind of tool could be built,” Alchin said. The agency’s approach is based on constant experimentation and fearless iteration.

---

Breaking Through AI Anxiety

Instead of worrying about AI disruption, Noble People sees it as a creative accelerator. Morrissy pointed out, “The more you use it, the better you get at it.” Alchin talked about the idea of a “use case epiphany”—that first personal moment when AI radically changes how you get work done.

---

What Budget Balancer Actually Solves

Budget Balancer is aimed at a real and growing tension in marketing: how much to allocate to brand versus performance media. Morrissy said it “accelerates the conversation” between teams. Alchin emphasized that while the foundational research is public, the tool’s real strength lies in how easily it helps marketers put smart arguments into action.

---

Roleplaying with a Virtual CFO

One of Budget Balancer’s most talked-about features is the virtual CFO roleplay. After users input their brand context and get a budget recommendation, they can rehearse the conversation by talking live with a British-accented AI CFO. Alchin called it “surprisingly lifelike,” and a fun, low-stress way to build confidence for real-world budget discussions.

---

Will AI Take Over?

When asked about AI’s long-term impact, Alchin simply said, “Your guess is as good as mine. Just trying to make a living.” Both Alchin and Morrissy stressed that AI is a tool for creativity and efficiency, not a replacement for human judgment.

---

Why Noble People Made Budget Balancer Free

Alchin was clear: Budget Balancer isn’t a sales funnel. “It’s a gift to the industry,” he said. Morrissy added that helping marketers get to the real conversations faster is the bigger win, saying it’s about “getting onto the real work at hand”.

---

Where to Try Budget Balancer

Budget Balancer is live now at noblepeople.co/budget-balancer. Noble People will also be hosting webinars to help marketers and agencies dig deeper into how they can use the tool to speed up their planning. Their advice for anyone feeling late to AI? “Jump on the bus. It’s not too late,” Morrissy said.

---