“The Consumer of the Future”: VUT hosts mega-conference on AI and digital trends

On 1 November 2024, the Vaal University of Technology (VUT) hosted a forward-looking conference titled “The Consumer of the Future” at the Desmond Tutu Great Hall. Organised by VUT’s Department of Marketing, Retail Business Management, and Sport Management in partnership with the Marketing Association of South Africa (MASA), the event examined how artificial intelligence, augmented reality, and digital transformation will shape the consumer landscape in the coming years.

Drawing inspiration from Star Trek: Discovery, the conference took attendees on a journey through the “consumer galaxy,” focusing on how digital and robotic advancements will redefine consumer experiences. The event brought together a diverse audience of students, faculty, and industry leaders. Keynote speakers included Mr Marnitz van Heerden, Head of Customer Experience at Discovery Health; Mr Peter Ivanoff, futurist and Chartered Marketer from the Marketing Centre; and Ms Jessica Wheeler, Marketing Director at Nando’s South Africa, who joined remotely to discuss evolving consumer trends.

Professor Nobukhosi Dlodlo, Head of Department (HoD), introduced the event’s theme, highlighting the emerging role of consumers as co-creators in both private and public organisations. In his talk, Mr van Heerden emphasised the role of critical thinking in adapting to AI’s impact on marketing and retail. “As students, it’s essential to understand generative AI—its effects on the industry and the roles each customer will play in the digital revolution,” he said.

Mr Peter Ivanoff shared projections that by 2030, AI will power 70% of global companies and 95% of customer interactions, underscoring the importance of ethical frameworks for AI. He urged students to “become students of AI” and embrace the analytical skills it requires. Prof Felix Mavondo, joining remotely from Wellington, Australia, challenged the department to establish Digital Marketing Labs where students could engage with these technologies hands-on.

The conference also featured Mr Ceasor Mongwe, an Athlete Welfare Coach, who discussed AI’s role in sports, from enhancing athlete performance to boosting fan engagement. The day’s panel discussion used case studies and visual graphics to showcase consumer influence and evolving marketing strategies.

Prior to the event, students participated in a competition to design a digital marketing programme for VUT. The winning team, “Shine Sugars”—comprising Ms Ceejay Nelana, Ms Kemiso Mofokeng, and Ms Motshidiso Kalekale—was celebrated on stage. MASA board member Ms Cholofelo Obasi also offered mentorship to the third-place winners to help them further develop their professional skills.

Professor Dlodlo introduced a new Staff Distinction Award to recognise significant contributions to the department. Dr Strydom received the award for being the most supportive team player, while Mr Lucky Mogwasa was honoured as a developmental scholar. Mr Enrico Du Plessis of MASA also launched the MASA Roving Trophy, an annual award for the top Marketing student.

To conclude, a pop-up store showcased local SMME products and community-supported innovations, managed by lecturers Ms Tholoana Peu and Ms Marina Ngobeni. This initiative provided attendees with hands-on insights into marketing trends and highlighted the department’s commitment to practical learning.