Hosted by dentsu X South Africa, the MIC 2026 Masterclass explored how brands can harness the power of AI while staying rooted in human creativity, cultural relevance and audience-centric thinking.
The latest edition of Marketing, Influence and Culture (MIC), hosted by dentsu X South Africa during the Loeries, brought together industry leaders, marketers, creatives and cultural commentators to explore the forces shaping modern brand growth and consumer engagement.
Hosted as a MIC Masterclass at the Loeries, this year's event explored the theme, "The Future of Creative: Human Ingenuity in the Age of AI," bringing together industry leaders, creatives and cultural commentators to examine how technology, culture and human creativity are reshaping the future of brand building.
The Brand Panel highlighted the importance of putting audiences at the centre of every decision. Discussions explored the evolving role of artificial intelligence in marketing, the need for seamless online and offline brand experiences, and the growing importance of building trust in today's experience economy.
A key theme emerging from the conversation was that every touchpoint matters. As consumers move fluidly between digital and physical environments, brands must create consistent and meaningful experiences that bring their purpose to life and foster deeper connections.
Commenting on the event, Marcel Swain, Managing Director of dentsu X South Africa and moderator of the Brand Panel, said: " The most powerful media channel isn't a screen, it's an experience, and no - not just the activation/event – your consistent brand experience from online to offline. This builds brand love and earns trust."
The Culture Panel shifted the focus to relevance, authenticity and participation in culture. Panellists explored how brands can move beyond visibility to become meaningful contributors to cultural conversations and communities.
One of the biggest insights from the discussion was that "relevance is the price of visibility", highlighting the need for brands to earn attention through cultural understanding rather than simply competing for reach.
The panel also unpacked the growing influence of creators, algorithms and artificial intelligence, examining how these forces are reshaping the way consumers discover, engage with and experience content. While AI continues to democratise access to creative tools, speakers emphasised that human insight, interpretation and creativity remain critical differentiators.
Reflecting on the discussion, Lebo Moerane, Head of Social & Influencer at Dentsu Creative and moderator of the Culture Panel, said: " ‘AI can’t do that’ has an expiry date. We can’t build strategies for the future around the machine’s limitations today. The more interesting question is what is ours to make, what we hand over, and where we choose to take creativity when those limitations disappear.”
As the marketing and communications landscape continues to evolve, MIC remains committed to fostering dialogue that helps brands, businesses and practitioners navigate change while creating meaningful experiences for consumers.
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- LinkedIn: dentsu X South Africa, dentsu South Africa and dentsu SSA
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