As AI and performance marketing reshape digital advertising, are brands becoming less memorable? Nicole Glover, Executive Creative Director – Digital at Penquin, argues that the industry’s obsession with optimisation and short-term metrics—not artificial intelligence—is driving creative sameness. Discover why balancing data with emotional storytelling is essential for long-term brand growth and marketing effectiveness.
Tag: AI in marketing
How Marketing Changed in 2025 and What It Means for Brands
2025 marked a turning point for marketing in South Africa, as shifting consumer behaviour, rapid AI adoption, and evolving digital platforms reshaped how brands connect with audiences. According to Penquin Co-Managing Director Ryan Nofal, the year signaled a move from trend-chasing to results-driven, human-centered marketing. Artificial intelligence became non-negotiable, enabling personalised marketing at scale across South Africa’s multilingual and multicultural market. Short-form video, hyper-local storytelling, and the fast-growing creator economy emerged as dominant channels, while purpose-driven and sustainable branding increasingly influenced purchasing decisions among Millennials and Gen Z. Together, these forces redefined brand strategy in 2025 and set a clear direction for 2026: agile, authentic, and tech-enabled marketing built on real connection.