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.

The Durban University of Technology (DUT) today announces the launch of Africa’s most advanced Smart Robotics Laboratory, a state-of-the-art facility developed in strategic partnership with Base Five Media, the Moses Kotane Research Institute (MKRI), and the Manufacturing, Engineering and Related Services Sector Education and Training Authority (merSETA).
This pioneering initiative establishes South Africa as the continental hub for Fourth Industrial Revolution (4IR) skills development.

A Strategic Leap Toward 4IR Skills Development

The Smart Robotics Lab marks a major milestone in regional efforts to build a locally skilled workforce in advanced manufacturing and automation. It launches at a critical time, as South African industries face a well-documented shortage of technical skills in the 4IR domain, particularly in engineering and automation sectors.Read more here

Official Launch: A Youth Month Milestone

The official launch ceremony will take place on Tuesday, 24 June 2025, from 09:00 to 14:00, at DUT’s Ritson Campus, Gate 3, 58 Ritson Road, Berea, Durban. Hosting the event during Youth Month highlights the lab’s transformative potential to empower young South Africans for leadership in the digital economy.

Students will gain hands on experience using equipment identical to that found in leading global manufacturing facilities, ensuring their skills match international standards and workplace demands.

Leadership Vision: Training Job Creators

Professor Thandwa Mthembu, Vice-Chancellor and principal of DUT, Emphasized the lab’s broader mission:

“This Smart Robotics Lab represents more than an educational investment – it’s a declaration that South Africa will lead Africa’s industrial renaissance. Our students will graduate not just as job seekers, but as job creators who will establish the next generation of manufacturing enterprises across the continent.”

Built on Collaboration: Academia, Industry, and Research United

The Lab’s design and development reflect deep collaboration between DUT’s engineering faculty,Base Five media, and merSETA. Every element of the facility aligns with real world industry needs and emerging global trends.

Early Industry Buy-In Boosts Job Prospects

Different major Industries have equally responded with enthusiasm. Twelve major manufacturers including those in automotive, aerospace, and renewable energy have already committed to recruitment partnerships with DUT. These partnerships are expected to lead to strong employment pathways and competitive salaries for graduates.

Closing the Skills Gap Across Africa

Dr. Nomsa Dlamini, merSETA’s Chief Operations Officer, stressed the strategic importance of the lab:

” The demand for these skills far exceeds current supply. This facility will produce exactly the talent our economies need to compete globally.”

The lab will offer training in robotics, automation, and advanced manufacturing. These programs are designed to serve both students and working professionals, providing them with in-demand technical skills and practical experience in a cutting-edge environment.

Broader Impact: A National Development Model

Base Five’s Managing Directors, Tlangelani Manzini/Daisy Mulenga, emphasized the broader developmental role of the project:

“By combining DUT’s educational excellence with private sector innovation and government support, we’re creating a model that other African nations will replicate. The ripple effects will extend far beyond individual careers to transform entire industrial sectors.”

Future-Proofing Education Through Research and Innovation

The Moses Kotane Research Institute (MKRI) ensures the lab remains future-focused. Its research projects in artificial intelligence, materials science, and automation will allow students to learn techniques that are still emerging globally positioning them to lead future innovations.

Article Published on IOL on 24 June 2025. Read Full Article Here: https://www.businesstechafrica.co.za/technology/2025/06/24/the-durban-university-of-technology-dut-today-announces-the-launch-of-africas-most-advanced-smart-robotics-laboratory-a-state-of-the-art-facility/amp/