South Africa, March 31 -- Innovation has never moved faster - but speed isn't translating into better outcomes. Brands are surrounded by fragmented signals and swept up in hype cycles that distort priorities, pushing lacklustre products to market and leaving teams wondering why they fail to spark real consumer interest.

In this environment, the rise of AI is a double-edged sword. It can certainly come up with a lot of ideas, but much of its output is often generic, vague and disconnected from the deeper motivations behind behaviour - the behavioural fuels that accelerate adoption and the frictions that quietly hold it back. Traditional large language models (LLMs) tend to flatten nuance and overlook the underlying tensions, producing vol...