South Africa, Oct. 23 -- Adopt the technology. Build the audience. Enter the market. Partner with the creator and move faster than everyone else. That worked when access was scarce. Today, access is everywhere.

Most organisations can deploy AI. Most brands can buy reach. Most businesses can enter new channels. Most competitors have access to the same tools. The advantage has moved. What matters now is not who has access. It is who creates value from it.

Three signals suggest that shift is already underway.

The people selling ad space are no longer media owners

Retail media. New advertising inventory. More places to reach consumers.

This is not a media story. It is a control story. Media owners know what people consume. Retailers know...