Author: Lauren Potgieter

Despite record investment in digital campaigns, many South African brands are still pushing irrelevant messages that drive opt‑outs instead of engagement. The gap between what customers expect and what many brands deliver has never been wider. Businesses can no longer rely on generic, one‑way communication, as rising customer expectations mean consumers brands to anticipate their needs and engage in ways that feel timely, relevant, and personal. For CX, marketing and product teams, this has pushed personalisation from a ‘nice to have’ to the core of competitive strategy. This shift toward “intelligent engagement” is being driven by advances in Artificial Intelligence…