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EN
If you are not the answer, you are not in the game
['Ingrid Von Stein', 'Strategic Communications Lead', 'Dentsu Ssa. She Was Previously Executive Director At Ngo Marketing', 'Providing Specialised Marketeing', 'Branding', 'Strategic', 'Communications', 'Training To The Ngo Sector.']
The Media Online
And increasingly, the first answer is the only answer that matters.
And in this environment, something counterintuitive happens:The most mentioned brand does not win.
Which means if your brand does not show up in that exact moment of need, it is not deferred.
Because the brand that occupies the answer shapes the outcome before the consumer actively participates in the decision.
AI absorbs behaviourIn Africa, where decisions are frequent, constraints are real, and switching is effortless, AI does not just influence behaviour.