By Oratile Modiragale
We find ourselves in the midst of the rapid technological advancements of Fourth Industrial Revolution where the biological, digital and physical worlds have blended. With this, the use of AI becomes weaved into our daily lives in more ways than we had anticipated.
Many individuals and businesses had come to a split point of either embracing this new technology, fearing and almost ‘abstaining’ from its use completely or being completely excited about the powerful tool they now had access to.
The media space was faced with the challenge of either fully taking on this new tool in full strides or fearing the threat it poses to creativity, credible information and cognitive bias. The brands and companies have progressed, increasingly adopting the software into its content. While this is an efficient and innovative way to generate content pieces to the exact specifications desired, we have to ask how this affects the people we speak to? Our audiences, the consumer of this media.
As we come to close the 2025 year, we have observed a growing audience segment that reports a sense of ‘technological betrayal’ from brands and companies that have utilized AI in media. There has been a reported 13% of consumers who have felt that they could trust advertisements that were completely created by AI which, surged to 48% when they had the sense that there is a human element in the mix. This has brought me to think about how much of the benefit of artificial intelligence is our audience seeing in its use in media and do brands actually receive the best value in the long run in a space that seeks out authenticity from brands.
Consumers seek out authenticity as a measure of investment in them from a brand. The idea that a copywriter sweat over every word or the handcrafted visual from an art director that took weeks to get right, communicates to the audience was that they’re ‘worth the effort.’ When this is swapped out for generative AI content, the messaging often backfires with the content being viewed as lazy. The audience asks themselves: ‘If they didn’t care enough to make this themselves, why should I?” This if often where I have seen brands lose their audience.
The betrayal often stems from a lack of transparency where some of the audiences don’t necessarily hate the technology but hate being duped into thinking that they are interacting with something real. This ‘betrayal’ compounds faster than the trust being built and when brands insist on synthetic mimicry, there is a risk posed to lose an audience that was willing to engage.
Artificial intelligence aims to make us feel seen through its hyper-personalization but has instead left a gap where this could be possible by using predictive algorithms to target audiences that has unfortunately missed the mark leaving them feeling like brands still don’t get them. When this happens there’s often a sense of invasion from AI that is felt by the consumer rather than the intended helpfulness.
I do believe that due to this rising trend in the usage of artificial intelligence in media, we will be seeing more of the absence of AI in media as a distinguisher amongst brands where a human only approach will be seen and felt as a status symbol. It is interesting to see how this will play out in the media landscape.
“Imagine the future you want, not the millions of futures you don’t”. This quote from Jitha Thathachari, entrepreneur and investor with multiple successful start-ups on his resume’ succinctly expresses the attitude of a unique and powerful partnership that launched Imizamo Media 10-years ago.
Base Five Media Agency, a trailblazing black female-led marketing agency, is set to celebrate its 10th anniversary with a commemorative event on November 22, 2024, at The Leonardo in Sandton. This milestone underscores the agency’s decade-long legacy of innovation, inclusivity, and transformation within South Africa’s media landscape.
How It all Started
Daisy Mulenga
Established in 2014 by visionary founders Daisy Mulenga and Tlangelani Manzini, Base Five Media Agency has become a trusted name in delivering cutting-edge, AI-powered campaigns that achieve measurable results for its clients. With its strong leadership and unwavering dedication to empowering women, the agency has cemented its place as a pioneer in the digital media industry.
“This anniversary isn’t just about celebrating our past—it’s about envisioning our future,” says Daisy Mulenga, Co-Founder and CEO. “We’re proud to be at the forefront of AI-driven marketing that inspires creativity and builds meaningful connections. Our mission remains rooted in creating opportunities, empowering women, and shaping the future of media.”
Female Led – Female Managed
The company is a female-led and female-empowered organization, and since inception has always prioritized diversity, innovation, and inclusivity. Its 10th anniversary presents an opportunity to reaffirm this commitment while championing a more equitable media landscape.
Walking into their offices in Rivonia, Johannesburg, one is immediately struck by the energy and drive that charactorises their business and the young talent that surrounds you is a testament to the founders commitment to building for the future.
Boldly going where no Woman Has Gone Before
Tlangelani Manzini
“This milestone signals the beginning of a bold new chapter for Base Five Agency,” adds Tlangelani Manzini, Co-Founder and Director of Marketing and Finance. “We are embracing an expansive vision, leveraging AI to craft smarter, more impactful strategies, all while continuing to create opportunities for women and fostering inclusive communities.”
Imizamo Media Agency will be introducing its groundbreaking new AI offering and outline its bold vision for the future, at the celebration event, underscoring its commitment to ongoing innovation and always looking into the future that they want to build.
“Our story has always been about breaking barriers and unlocking potential,” says Tlangelani. “As a female-led agency, we take pride in driving innovation and paving the way for the next generation. This event is a tribute to collaboration, resilience, and the transformative power of women in media.”
Base Five Media Agency , proudly building brands in Africa – Chat to them on [email protected]
Link to article: https://www.businesstechafrica.co.za/women-in-technology/2024/11/22/imizamo-media-agency-10-years-of-imagining-the-future/
