South Africa, Aug. 25 -- South African women are helping shape how generative AI is changing creative work for global brands, spanning business leadership, creative optimisation, operations, talent, motion design, and copywriting.

As Gen AI moves from experimentation into everyday creative workflows, women's roles reflect a wider industry shift: AI is changing not only how ideas are developed and content is produced, but also the skills, teams, and leadership needed to deliver at scale.

McKinsey reports that 71% of organisations regularly used generative AI in at least one business function in 2025, with marketing and sales among the most common applications.

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