
Search is fragmenting – credibility and trust create the new visibility
Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?
MARKETING FORUM
By our African Marketing Confederation News Team | 2024
Angola, Botswana, Ethiopia, Mozambique and Tanzania receive their membership certificates. AMC now has 16 members.
The recent AMC Marketing Forum in Mombasa provided an opportunity to welcome new member countries into the AMC fold as a Primary Member. They received their Certificate of Membership during the Awards Evening and Official Closing Dinner.
Members of the Ethiopian Marketing Professional Association display their membership certificate. With them is AMC President, Helen McIntee
The member bodies who received their certificates are the Angola Marketing Network, Ethiopian Marketing Professional Association, Marketing Association of Botswana, Mozambique Marketing Association, and the Tanzania Marketing Science Association.
Handing over the certificates, AMC President, Helen McIntee, said there was growing interest across Africa in the AMC.
“Look how many new members there are here tonight. It’s going from strength to strength, it’s fantastic,” she said. “Look at how we have grown since last year’s conference in Entebbe, Uganda.”
The number of marketing bodies now within the African Marketing Confederation fold stands at 16.
Founded in 2011, the AMC is a collaboration between the various national marketing bodies and associations to exchange expertise and information, as well as to promote the marketing profession as a whole.
By unifying the bodies in the various countries, the AMC is positioned to exchange expertise and information, provide intellectual capital, and ensure that the continent has a platform for like-minded marketing professionals at the highest level.

Online search behaviour has changed significantly with the rise of AI. How can African brands adapt to this new marketing landscape?

Researchers propose a framework for packaging that senses, learns and acts – making packaging an active, AI-powered tool against food waste.

Country needs marketers to build recognition and consumer trust around Malawian products and national brand, says Deputy Minister.

Fashion brand suspends giant lingerie high above the city’s streets, using shadows to create a moving billboard for pedestrians and motorists.

Researchers describe AI influencers as having a ‘dual identity’. Consumers evaluate both ‘person’ and ‘technology’ identities at once.

Reputation and trust, once modest influences on hotel choice, have become some of the strongest predictors of patronage, study finds.

South African brands are increasingly setting the global benchmark for customer loyalty strategies, organisers say.

Global influences among younger consumers are still present, but they are being filtered through a distinctly Zambian lens.

Researchers find that lack of perceived ‘genuine care’ is the mechanism connecting AI involvement to lower trust ratings.

Explore the 2026 AMC Conference speaker line-up. Top African marketing voices gather in Zambia to tackle AI, AfCFTA, and brand power. Register today.

New industry currency will bring South African television and online video audiences together in a single measurement system.