Martech

Recent data shows that AI agent activity has reached 88% of human organic search, signalling a major shift in how brands are discovered and evaluated online.

For years, performance marketing distanced itself from brand and creative disciplines, positioning itself as a numbers game - analytical, precise, objective. But as automation takes more of the targeting, bidding and placement decisions, creative becomes one of the few levers marketers still directly control, says Paul Morris.

New research shows TV supercharges search, social, and audio—driving up to 8.7× higher ad recall and stronger lower‑funnel results when combined.

Discovery and decision-making are moving beyond traditional search, but without a clear measurement layer, brands lack the visibility needed to fully understand performance or invest confidently in this emerging channel.

AI adoption is accelerating, but without strong data, processes, and strategy, it falls short. Marketers must prioritise fundamentals to unlock meaningful value from AI investments and integrations.

Martechvibe’s Asked and Answered: There’s been some debate about whether brands need to be ubiquitous in their messaging strategies. So, we asked the brains behind South Africa’s leading brands to share their thoughts on connecting more meaningfully with customers…

New research finds that only half of marketing and finance leaders measure how marketing is driving business outcomes, and 71% believe AI-powered marketing tools prioritise short-term performance over long-term brand growth.

As Ramadan 2026 unfolds amid uncertainty, brands are discovering that loyalty is no longer driven by messaging. Instead, consistent actions, reliability, and meaningful customer experiences are shaping deeper emotional connections.

AI has erased the gap between zero and “good enough,” but in doing so, it is pushing brands towards sameness. As synthetic creativity floods the market, marketers must prioritise messy, emotional, human storytelling to stand out and rebuild real connections.

As AI reshapes search behaviour, Patrick Briggs and Simon Lesser explore whether SEO is evolving or being redefined entirely, highlighting the rise of Generative Engine Optimisation, shifting user journeys, and the growing challenge of measuring success in an answer-first ecosystem.