South Africa, Sept. 8 -- The paper was introduced during a webinar held on Thursday, 4 September, moderated by Gillian Rightford (executive director, ACA), with a closing panel featuring Musa Kalenga (Group CEO, Brave Group Holdings), Mpume Ngobese (partner and co-managing director, Joe Public) and Gail Schimmel (CEO, Advertising Regulatory Board), alongside the authors.

From the outset the message was clear: artificial intelligence is no longer a distant idea; it is already reshaping how brands grow, how agencies create, and how marketers deliver value. The question for leaders is not if AI will change our industry, but how we adapt, compete and thrive.

The white paper focuses on four priorities for the sector:

Tim Spira said: "The re...