Brief
Dentsu X South Africa hosts MIC 2026 masterclass on AI, culture and brand experience
The event highlighted AI's role, cultural relevance and the need for seamless online‑offline brand experiences.
By Felo News Desk · Published
The Marketing, Influence and Culture (MIC) 2026 masterclass, hosted by dentsu X South Africa during Loeries Creative Week on 19 Oct 2026, brought together marketers, creatives and cultural commentators to discuss how technology, culture and human creativity are reshaping brand building.
What happened
The two‑hour session, titled “The Future of Creative: Human Ingenuity in the Age of AI,” featured a Brand Panel and a Culture Panel. Speakers examined the evolving role of artificial intelligence in marketing, the importance of consistent brand experiences across digital and physical touchpoints, and the growing need for trust in the experience economy.
What the reports add
The source noted that the Brand Panel stressed that every consumer touchpoint matters, arguing that brands must deliver purpose‑driven experiences to foster deeper connections. The Culture Panel shifted focus to relevance, authenticity and participation in culture, coining the phrase “relevance is the price of visibility.” It also explored how creators, algorithms and AI are changing content discovery and engagement.
What was said
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… your consistent brand experience from online to offline builds brand love and earns trust.” Lebo Moerane, head of Social & Influencer at Dentsu Creative and moderator of the Culture Panel, added: “‘AI can’t do that’ has an expiry date. We can’t build strategies for the future around the machine’s limitations today.”
How it came about
The MIC platform, launched last year, aims to bring together people shaping brands, creativity and culture to challenge perspectives. Dentsu X South Africa previously hosted a MIC masterclass on 30 Sept 2026, as reported in Felo’s earlier coverage.
Key facts
- The MIC 2026 masterclass was held on 19 Oct 2026 during Loeries Creative Week. (bizcommunity.com)
- The event’s theme was "The Future of Creative: Human Ingenuity in the Age of AI". (bizcommunity.com)
- Marcel Swain said the most powerful media channel is an experience, not a screen. (bizcommunity.com)
- Lebo Moerane warned that "AI can’t do that" will soon be outdated. (bizcommunity.com)
Sources
- [1] bizcommunity.com — originally reported as “MIC 2026 sparks conversations on relevance, culture and the future of brand building - Dentsu”
