Artificial Intelligence (AI) is on everyone’s lips. From TikTok algorithms to ChatGPT, the promise of smarter tools that save time, sharpen insights, and deliver hyper-personalised campaigns is undeniably attractive. For agencies in South Africa, including us at IMS, the possibilities are exciting—but let’s be honest, adopting AI isn’t a quick plug-and-play solution. The journey comes with hurdles, shaped by both global realities and uniquely South African contexts.
We see AI as a way to elevate creativity, efficiency, and strategy. But we also know the road to successful integration requires balancing hype with hard truths (however these may change as AI becomes more affordable and capable).
1. The Skills Gap: Building Our Own Bench Strength
South Africa has incredible creative and tech talent. Just look at the local developers behind fintech apps like Yoco or the data science teams driving innovation at Discovery Health. But when it comes to highly specialised AI expertise—machine learning engineers, advertising-focused data scientists, or ethicists who can interrogate algorithms—there’s still a shortage.
At IMS, we don’t just want to buy ready-made tools and call it “AI adoption.” We want AI that integrates into our DNA—supporting media optimisation decisions, enhancing customer segmentation, and enriching campaign creativity. That means having a team that understands both the tech and the local nuance of marketing to a diverse population in South Africa.
2. The Cost Factor: Ambition Meets Budget
Let’s face it: AI isn’t cheap. The software, the infrastructure, the new learnings and understanding that the team needs, the continuous upgrades—it all adds up. And in a country where many businesses still debate the cost of boosting a Facebook post, selling AI powered services can be a challenge.
At IMS, we’re realistic. Instead of trying to do everything at once, we start where AI can prove its worth quickly. For example, we’ve experimented with AI to optimise Google Ads spend for local retailers land to sharpen customer segmentation for B2B campaigns. These potential quick wins prove ROI and build confidence before scaling up.
We’re also turning to flexible, cloud-based AI services like Google ML and Gemini. They help reduce upfront costs and give us agility, which is vital in a South African market where clients want results fast but don’t always have big budgets.
3. Data Privacy and Bias: Getting It Right in a Diverse Nation
South Africa is one of the most diverse markets in the world. A campaign that resonates in Sandton might miss the mark completely in Pinetown. If AI models are trained on biased or incomplete data, they can unintentionally reinforce stereotypes or exclude entire groups of people. Add in POPIA, South Africa’s data privacy law, and the stakes get higher.
At IMS, we take this seriously. We check our data for bias and ensure all data we use is POPIA-compliant, and we keep our systems transparent (and confidential). For example, when training AI for retail campaigns, we ensure we segment the data well so our targeting reflects the real South African shopper in easy to use segments.
4. Legacy Systems: The Digital Jigsaw Puzzle
Many agencies—IMS included—have built up systems over the years: CRMs, campaign trackers, billing tools. None were originally designed with AI in mind. Integrating shiny new AI platforms with these older systems can feel like trying to fit a modern solar panel onto a 1990s Townhouse; it works, but not without some tweaking.
Our solution is a phased approach, so instead of ripping out everything and starting fresh, we use API-driven connections to “bolt on” AI modules that talk to existing systems. For instance, integrating AI-powered reporting tools into Looker Studio dashboards has helped clients get clearer insights without us overhauling their entire reporting setup.
Moving Beyond the Hype
AI won’t replace creativity, relationships, or local know-how. It’s not a silver bullet, but it is a powerful partner if adopted with care. At IMS Ad Agency, we’re tackling the skills gap, balancing ambition with budget, keeping ethics front-and-centre, and untangling system complexities one piece at a time. The goal isn’t to follow global hype blindly—it’s to build a distinctly South African AI-powered agency model that enhances creativity, sharpens strategy, and ultimately delivers real value to our clients.
The future of advertising in South Africa will be intelligent, yes—but it must also be responsible, localised, and human-centred. That’s the future IMS is building. Want to know more reach out to IMS today.
