South Africa, Oct. 31 -- Operational areas -such as text writing, press release drafting, measurement and content generation- are perceived as the most likely to be affected, while strategic and creative areas are considered less exposed to automation.

The most widely recognised benefits of AI include speed and time optimisation (62.5%), freeing up time for more strategic tasks (26.1%), and enhancing creativity and innovation (20.3%).

"Artificial Intelligence will transform not only clients' businesses but also the way consultancies operate," notes Cesar Vacchiano, founder and president of Scopen.

"However, we are still at an early stage, and it is essential to clearly demonstrate its benefits, the value it adds, and in which areas and...