“VUT hosted the M.R.S Mega Conference, “The Consumer of the Future: Re-Defined,” with insights on AI in marketing and influencer strategies.”
2 September 2025 | Story By: Vince Twala | Picture: Peter Masela
3 minutes read time.
On 29 August 2025, the Department of Marketing, Retail Business and Sport Management at the Vaal University of Technology (VUT) hosted the much-anticipated M.R.S Mega Conference under the theme “The Consumer of the Future: Re-Defined.” The event united students, academics, and industry leaders to explore the innovations and challenges reshaping marketing and retail.
The day opened with an engaging keynote by Mr Antonio Petra, a Marketing Association of South Africa (MASA) affiliate, who explored the transformative role of artificial intelligence in advertising. He explained how AI is redefining agency operations, observing: “Some roles are directly threatened, like account management, where much of the work is simply input and output. But in creative roles, AI enhances what we do rather than replaces it.”
Encouraging students to see AI as an enabler, he added: “I think of AI as a forklift for our brains. It helps us generate ideas, move faster, cut costs, and create scale. But storytelling remains central. It is what makes your work relevant and irreplaceable.”
Mr Petra stressed the importance of creativity and human imagination in differentiating brands in an AI-driven era.
Following this, Ms Palesa Tshabalala of Nando’s presented a compelling case study on influencer marketing. She showcased an unconventional collaboration with Maybelline: “We wanted people to embrace being unfiltered and authentic, without worrying about reapplying lipstick after a Nando’s meal. It was about illustrating performance in a fun, relatable way.”
She emphasised the credibility of authentic voices in advertising: “If you can see something is a paid ad, you want to skip it. You only engage with content from someone
credible. That’s why we partnered with Ms Munaka and Ms Lerai. They were the right people to lead the campaign.”
Also a MASA affiliate, Ms Tshabalala outlined how the campaign integrated social media, radio, in-store activations, and e-commerce to maximise reach and engagement, demonstrating the strength of a holistic marketing strategy.
The conference featured a lively panel discussion with consultants, academics, and students, focusing on hyper-personalisation. Ms Karabo Tseou, a VUT Retail Business Management student, initiated the debate by highlighting how advanced technologies deliver highly tailored customer experiences. While this drives engagement, it raises concerns about data privacy and ethical use of personal information.
In response, Ms Tshabalala stressed that corporations must safeguard consumer data to maintain trust. She added that responsibility is shared: both businesses and consumers must act ethically in handling information. This was reinforced by Ms Cholofelo Obasa, a Chartered Marketer South Africa (CMSA), who addressed the hybridised future of agencies in the AI era.
Breakout sessions provided further insights into retail logistics, marketing innovations, and sport management, exposing students to diverse industry perspectives.
The M.R.S Mega Conference achieved its mission of bridging academia and industry by offering students first-hand exposure to trends, challenges, and opportunities. The Department commended all speakers, participants, and organisers for creating an inspiring and impactful event.