South Africa, Feb. 12 -- So what if your campaign reached two million people? So what if the post went viral? These observations alone don't create business impact; insight does. And while AI excels at analysing what happened, it cannot replace the critical thinking needed to understand why it matters.

That distinction separates agencies that simply report numbers from those that help businesses make better marketing decisions.

The rapid adoption of AI in marketing analytics has begun to erode critical thinking. As Lumico founder and CEO Daniel Malherbe explains, "When insights come from AI's interpretation rather than intrinsic truth rooted in genuine understanding, the analysis becomes increasingly removed from reality."

In today's f...