South Africa, March 16 -- The real question isn't whether AI will change how we will operate - because it will. The question is what we'll do for our people so that humanity remains the real differentiator in our business.

When we apply AI with intention, three areas stand out.

First, precision and performance. Planning is shifting from broad demographics toward intent and behaviour signals. That means faster optimisation, less waste, and clearer linkage to outcomes - not just activity.

Second, automation of complexity. Our supply chain is fragmented - programmatic, retail media, social commerce, CTV, DOOH - and the operational drag is real. AI can take on elements like pacing, forecasting and reporting, freeing people to do what clien...