O&L BrandX leads AI evolution

The O&L BrandX team recently engaged in two days of intensive strategic sessions with international experts Chris Rawlinson, founder of 42courses, and Dave Duarte, Global AI Strategist and CEO of Treeshake. This strategic leadership training was designed to position BrandX at the forefront of marketing’s intelligence revolution. The accredited continuing professional development (CPD) activity challenged and refined our approach to AI integration across every aspect of our business. As we navigate 2026, the question is no longer whether to embrace AI, but how to apply it strategically to deliver exceptional client value while preserving the creative integrity and human insight that defines outstanding work.

Here is what matters most: as AI generates content at an unprecedented scale, the true differentiator in 2026 will not be speed or volume; it will be authenticity. Research, including Ad Age’s 2026 Business Forecast, confirms what we are seeing first-hand: algorithms are producing more material than audiences can consume, and consumers are increasingly resistant to what is being termed "AI slop" across social platforms. The pendulum is swinging decisively back towards distinctly human creativity. When everyone relies on the same formulas and machines, nothing stands out. The most successful campaigns this year will be those that challenge expectations, surprise audiences, and forge genuine emotional connections.

At BrandX, we have embraced the "human-led AI model," anchored in the 10-80-10 principle: 10% of the creative process demands precise, detailed human input and prompting; 80% is AI-embedded execution; and the final 10% requires rigorous human oversight to verify facts, maintain brand tonality, and ensure authenticity. We are also applying the Barbell Strategy—an operational framework that balances high-tech AI efficiency with high-touch human authenticity. This approach ensures we utilise the power of AI while maintaining the judgment, creativity, and emotional intelligence that only humans can provide.

This transformation touches every dimension of our integrated agency. AI enhances our offering across strategy, creative development, channel planning, experiential design, and analytics—enabling us to deliver optimised volume while meticulously prioritising quality. We leverage AI to identify trends, generate initial concepts, uncover hidden opportunities, and model campaign outcomes before launch. However, the creative direction, strategic thinking, cultural resonance, and final quality control remain firmly in human hands. This integrated approach allows us to work more effectively and efficiently than ever before, ensuring every deliverable carries the authenticity and craft that moves audiences.

This matters greatly in the Namibian context. Our market demands real people, authentic stories, and genuine cultural resonance. While AI sources information globally, we at BrandX remain true to our roots, ensuring we are strategically relevant in all aspects involving our clients and our country. AI may provide the efficiency and scale, but our Namibian-specific knowledge provides the relevance and authenticity that captures the expectations of our clients and their consumers. Authenticity is, after all, one of the core characteristics of the O&L Persona; it is embedded in our DNA.

Quality will always require human involvement. The emotional connections that drive consumer action cannot be automated. They must be crafted with empathy, cultural understanding, and creative courage. As we stand ready to lead our industry’s evolution within Namibia, we remain resolute in our goal: to be the most advanced, most responsive, and most trusted partner for our clients. AI is the engine driving our capabilities, but it is our people—their insight, creativity, and commitment to excellence—who determine our success. In a landscape where volume threatens to drown out value, staying unmistakably human while strategically leveraging AI is the smartest path forward. At O&L BrandX, we are ready.

Patricia Hoeksema is the managing director, O&L BrandX.