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Why trust and human instinct remain marketers’ most valuable assetsAs artificial intelligence continues to reshape the marketing landscape, one question looms large for brands and agencies: How do you build real, lasting connections with audiences in a world of instant metrics and information overload? ![]() Author: Dewald van Niekerk, business unit director at Mediamark In today’s hyper-digital world, consumers are exposed to more content in a single day than previous generations experienced in a lifetime. Marketers, under pressure to demonstrate ROI, often pursue platforms that provide immediate data and 'vanity metrics'. However, as AI becomes an increasingly significant factor in both marketing and consumer behaviour, audiences are growing more discerning and skeptical. “Trust is the new currency,” says Dewald van Niekerk, business unit director at Mediamark. “Consumers can spot marketing jargon a mile away, and with AI at their fingertips, they’re quick to research and compare brands. The challenge for marketers is not just to be seen, but to be believed.” The solution: Balancing data with human creativityVan Niekerk believes that while AI is a powerful tool for targeting and measurement, it cannot replace the authenticity and emotional intelligence of human storytelling. “AI should be a collaborator, not a replacement. The most effective campaigns are those that combine data-driven insights with genuine, relatable messaging.” He offers these guiding principles for marketers and sales leaders:
As the marketing industry leans further into AI, Van Niekerk urges brands to relearn the value of trust and patience. “The platforms you choose, the stories you tell, and the consistency of your message all contribute to long-term ROI. Technology is a tool, but trust is the foundation.” About the authorDewald van Niekerk is business unit director, Direct Sales at Mediamark.
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