South Africa, July 10 -- 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 belie...