From Incredible Promise to Intelligent Practice: Translating Generative AI Into Real World Practices
We’ve taken an approach to AI by not losing focus of what makes The Up&Up Group successful, but by finding real, tangible ways this new tech can complement what we do.
Practical application of technology frees advertising from the hype of AI
Intelligent practice demonstrates scalable, transformative potential in creative marketing solutions
A dystopian narrative that artificial intelligence (AI) replaces jobs, and in doomsday scenarios, will supplant entire industries such as advertising, has gained momentum in the media and a foothold in some industry circles.
This is a concern, according to Jacques Cilliers, Creative Director: GenAI & Automation at Africa’s largest independent group of creative companies The Up&Up Group, because an evolution from hype towards a deliberate and pragmatic infusion of the technology into workflows proves that the technology augments and amplifies human intelligence and creativity.
Referencing The Up&Up Group’s recently published whitepaper: “From Incredible Promise to Intelligent Practice: A practice-based white paper on how to move beyond the Generative AI hype, Cilliers says: “We all know that creativity elevates everything, including the latest and best technologies. As a Group, we treat AI as a natural evolution of how we work, not a revolution, which has resulted in high adoption rates demonstrating scalable, transformative potential in creative marketing solutions.”
AI tsunami but Africa lags
Cilliers explains that the past few years have seen an explosion of new AI capabilities, marking a step-change for the advertising industry. “In a McKinsey study from 2025 the authors estimate GenAI could add US$2.6-4.4-trillion in global economic value across industries. Furthermore, analysts predicted that in 2025 nearly 30% of all outbound marketing messages from enterprises would be AI-generated. Yet, despite this, a survey of African executives found over one-third cite ‘limited infrastructure’ as a roadblock to scaling AI. Africa has less than 1% of global data centre capacity,” he says.
He explains that there are a number of reasons Africa lags its global counterparts, including regulation, clearly defined ethical use of AI, and cultural and talent factors. “As the whitepaper proposes, while the consensus is that at some point in the future AI will displace some roles, a more realistic view would be to consider how workers can be upskilled and reskilled so that people can effectively use AI to enhance what they currently do.”
The hype is real
The Up&Up Group’s Chief Operating Officer Jason Harrison explains that while the hype has been explosive, and almost every business in every industry is grappling with finding use cases that deliver a real return on investment, the reality is that AI’s impact on industries, including marketing and advertising, has been incremental and not revolutionary.
As a group of creative companies that work across the continent, The Up&Up Group sought to approach AI with the same precision it approaches work for its clients, explains Harrison. “We developed an approach called Intelligent Practice, which – put simply – is the way in which we integrate human intelligence, where we have more than 200 multi-disciplinary strategy, technology and creative team members, with our large, robust data sets, AI and automation.
“The outcome is that as industry doomsayers continue to grapple with AI’s incremental impact on outputs, we have experienced AI as a natural evolution in our workflows, ultimately enriching the work we do for our clients: finding creative, effective and resonant solutions to complex marketing and business challenges,” explains Cilliers.
Intelligent Practice… in practice
Data collected in the group’s survey, which is referenced in the white paper, centres on human-led integration. Masego Motsogi, MD of M+C Saatchi Abel, The Up&Up Group’s integrated creative agency, says: “We picked up notable shifts in the organisational culture where a significant percentage of the workforce ‘learns by doing’. 89% of respondents report understanding our AI policy, and over 80% feel supported using AI confidently in their role. 80% of our people say their AI skills have improved over the past six months.
“Daily application, peer learning and practical necessity has made AI use throughout the group more of a cultural phenomenon than a compliance-driven roll-out. We certainly haven’t ‘arrived’ – the AI industry is still nascent. Almost 87% of our workforce expects AI to play a bigger role in their work in the future,” says Motsogi.
“This reflects a shift from curiosity to intent, and something we’re incredibly proud of. People aren’t asking whether AI belongs in their work, they’re seeking more intelligent ways to apply it – and more importantly, responsible ways to incorporate it. This marks a move beyond tech for the sake of tech towards a deliberate focus on enhancing creative excellence,” says Motsogi.
What this means for advertising’s future
The Up&Up Group’s Chief Strategy Officer Robert Grace says that it was a strategic imperative to chart a path forward for AI’s integration into marketing and advertising. “AI cannot fix unclear or incomplete briefs, it cannot miraculously cure weak strategic foundations, or even reduce costs without tradeoffs in scope, governance or capability investments. As all of us know, even without needing to wade through the hype first, the technology does not eliminate the need for senior judgment and human experience.
“It is not the final answer, it is about getting to the starting point faster. Intelligent Practice enables more informed decision-making, reduced risk through policy adherence, and the delivery of high value, strategically sound creative work.”
Grace refers to the finding of the white paper: “The shift from promise to practice is ultimately about confidence: Confidence that AI is improving outcomes, not just a tool that is ‘faster, better and cheaper’. Confidence that brands are protected and not exposed, and confidence that people and partners are empowered and amplified.
“The industry is not dead, or under threat or under the dark cloud of any dystopian world view. On the contrary, AI is providing the industry with another few steps on the ladder of its natural evolution towards better, more effective creative solutions.”
WHAT IS INTELLIGENT PRACTICE?
Everything we do is designed to elevate Client collaboration, create smarter solutions and drive agility. Up&Up Intelligent Practice is the way in which we integrate:
HUMAN INTELLIGENCE
200+ multi-disciplinary strategy, technology and creative team members
DATA
With access to some of the most robust consumer data sets like GWI, YouGov and Brandwatch, as well as our Eighty20 partnership, our solutions are fueled by data-driven insights.
ARTIFICIAL INTELLIGENCE
Our teams are equipped to leverage the power of AI responsibly to expand what’s possible across strategic, creative and operational delivery.
AUTOMATION
We’re constantly looking at ways to automate our processes to deliver greater agility and transparency for our Clients.
For those interested to learn more, the white paper From Incredible Promise to Intelligent Practice: A practice-based white paper on how to move beyond the Generative AI hype can be found here:
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