South Africa, March 20 -- Cesar Vacchiano, president and CEO of Scopen, interprets data from a recent Agency Scope global trends analysis.

"Artificial Intelligence is reshaping creativity, and as agency structures evolve and brand strategies undergo a fundamental shift, industry leaders must adapt or risk falling behind," he says.

AI: The game-changer in marketing

Artificial Intelligence is revolutionising marketing-it has become an essential tool in modern marketing.

Brands are learning to utilise AI for greater efficiency, enabling people to concentrate on strategic thinking and emotional storytelling.

The trend? A hybrid approach-AI for scalability, but with human authenticity at the core. The challenge is clear: brands must integ...