South Africa, March 13 -- This has fundamentally changed the competitive landscape, and we can execute at speed and scale... execution alone is no longer a differentiator.

AI has made media more efficient, but it has also made it much noisier. We have more brands, more content and more campaigns chasing the same attention.

An advantage and a threat

This is both an advantage and a threat.When scale becomes easy, volume increases. And when volume increases without strategic control, saturation follows. But saturation does not build brands; it erodes them.

In an AI-driven marketplace, the real competition is no longer about who can automate the fastest; it is about who can create the most meaning.

Automation and strategy

There is a mea...