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Marketing & Media#WPRD2025 | Riverbed’s Lebogang Mashangoane: Modern PR in an AI-powered world
Lebogang Mashangoane 5 hours




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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.”
Van 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.”