South Africa, July 18 -- We may expect younger consumers to be attracted by the latest innovations; however, tech-savvy Gen Zs and Millennials who have grown up immersed in digital technology are only too aware of its pitfalls. These consumers are starting to question the use of AI in advertising, calling for a more authentic, human-centred approach. So, when should we be using AI, and what are the alternatives?

Balancing data and authenticity

AI may present a challenge for creatives, but it's a market researcher's dream. It is a powerful tool for brands trying to reach a market of one, allowing them to take a deep dive into market trends and user preferences, understanding individual customers' needs and matching them with the right pr...