Association For Communication And Advertising Hosts Ai In Advertising Forum

The forum drew a full room and an active audience. While much of the broader narrative around AI is focused on the fear of replacement, the key message that emerged from this forum was more grounded: AI is not going to simply replace jobs, but rather that industry professionals able to leverage it best probably will, the ACA says.

AI in Marketing, Communications and Advertising

In the opening panel, the following individuals explored how AI is already being used across the marketing process:

• Dale Imerman (WPP)
• Lorraine Landon (Google)
• Vincent Maher (True I / O), and
• Ivan Moroke (Kantar).

Moderator Antonio Petra (VML) led the group through practical examples of how AI is supporting campaign creation, analysis and iteration. The discussion moved beyond experimentation and into application, with the panellists emphasising that AI is not an abstract future tool — it is in everyday use. But integration, they noted, must be deliberate and linked to outcomes, the ACA adds.

What AI Can and Can't Do

In his keynote, Professor Benjamin Rosman (Wits University) provided a grounded explanation of how generative AI systems work, and why understanding their structure is essential for creative and strategic professionals. He cautioned that while today's tools are powerful, tomorrow's will be exponentially more so — and the time to learn and adapt is now. AI literacy, he argued, will soon be a defining skill in the workplace, the ACA says.

Impact of AI on Brands and Marketers

The following individuals shared the ways in which AI is being used to personalise content, refine customer targeting and streamline internal processes:

• Bellinda Carreira (Standard Bank)
• Natalie Druion (Momentum)
• Lerato Dumisa (Brand Strategist), and
• Tim Spira (Investec).

Moderator Lesego Kotane guided a discussion that acknowledged AI's capacity to improve performance but also highlighted the underlying needs for structure, clarity and organisational readiness. Tools, they agreed, are only as useful as the teams deploying them, the ACA says.

The Business Case for Using AI

Nanda Padayachee (BCG) outlined a pragmatic framework for evaluating the return on AI investment. He urged businesses to consider the objectives AI is expected to serve — whether reducing friction, unlocking speed, or enabling innovation. Padayachee emphasised that marketers should focus less on technology for its own sake and more on where it can unlock new thinking and measurable results, the ACA says.

Legal Implications of Leveraging AI

The following individuals tackled the current legal vacuum around AI-generated work:

• Philani Mdingi (Tech4Good)
• Masilakhe Njomane (Nelson Mandela University)
• Monisha Prem (M. Prem Inc), and
• Moderator Jarred Cinman.

Without clear legislation, the responsibility falls on agencies and marketers to manage the risks — particularly around copyright, IP ownership and disclosure. The panel advised companies to establish internal governance now, rather than wait for external regulation to catch up, the ACA adds.

Skilling the Current and Future Workforce

Moderated by Donna Rachelson (Ignite), the session featured:

• Gillian Rightford (ACA)
• Tebogo Skwambane (WPP), and
• Greg Serandos (African Academy of AI).

The group discussed the growing need for AI literacy. They emphasised the importance of integrating AI training and understanding into education pathways, ensuring that graduates entering the advertising industry arrive prepared to work in increasingly AI-augmented environments, the ACA says.

AI's Impact on Creative Work and Operating Models

The ACA says that the final panel was: 

• Jarred Cinman (VML)
• Luca Gallarelli (TBWA)
• Mia Steenkamp Roets (Joe Public)
• Ross Symons (ZenRobot)
• Melissa Carney (Ogilvy One), and
• moderated by Imke Dannhauser (Google).

The panel focused on how AI is influencing creative production and agency operations. The panel discussed how AI is already being used as part of campaign delivery, assisting with elements such as visual generation, copywriting and content scaling. While AI is supporting speed and efficiency, the group cautioned against losing the human elements that drive resonance, originality and cultural connection. They also raised concerns about the shrinking of junior creative roles and the risk this poses to long-term industry capability.

A Clear Message for the Industry

ACA Executive Director, Gillian Rightford, says, "AI is not taking your job. But the person who knows how to use it will."

"What was clear throughout the day is that AI is no longer an emerging trend. It's here. It's being used. And those who don't start working with it now may find themselves at a disadvantage. Understanding how AI fits into our thinking, our processes, and our outputs is essential — especially if we want to ensure that human creativity and strategic thinking remain central. We need to integrate AI with care, skill and a clear plan to protect both people and the industry," Rightford concludes.

The full recording of the AI in Advertising Forum is available to view here.

For more information, call the ACA on (010) 880 3399, or visit www.acasa.co.za.

*Image courtesy of contributor