NAIROBI, Kenya, Mar 2 – Industry leaders gathered at the Mövenpick Hotel & Residences Nairobi for the ISA Africa 2025 Year in Review event, where experts examined key market trends from 2025 and shared insights shaping business strategy for 2026.
Opening the event, Susan Makau, Founder and Executive Director of ISA Africa, set the tone by emphasizing the need for brands to adapt to rapid technological, cultural and economic shifts.
Francis Gachagua, SSA CEO at OnePulse, presented the Consumer Report Card for 2025. He noted that consumers are increasingly aware of the overuse of AI in advertising, especially repetitive messaging and low-quality outputs.
He said affordability continues to drive purchasing decisions, with the “kadogo economy” influencing buying habits across FMCG and even SaaS products. Social commerce is also growing rapidly, particularly through TikTok Live flash sales led by relatable entrepreneurs rather than corporate brand pages.
Gachagua added that cultural preferences are shifting, with young consumers moving toward ready-to-drink cocktails, energy drinks and traditional beverages, reflecting a desire for local and cultural connection. He also warned that excessive outdoor advertising is causing consumer fatigue and environmental concerns.
Harun Muchai of Reel Analytics said overall advertising spend declined in 2025 and may fall further in 2026 due to the political climate. He noted that television rate card values dropped significantly as brands redirected budgets to digital platforms. Banking and finance remained the biggest advertising spenders, while radio continues to deliver strong impact when strategically deployed. He stressed the importance of clear attribution models to prove return on investment.
Barnabas Muya from Ipsos highlighted the need for hybrid media measurement systems that combine digital and traditional analytics. He said Gen Z and millennials are most active online, especially after 9pm, while radio still dominates morning audiences across age groups. Influencer marketing budgets rose significantly in 2025, with micro and nano influencers delivering stronger engagement than traditional above-the-line campaigns.
Fred Kithinzi, Founder and CEO of Belva Digital, focused on enterprise AI adoption. He said while most professionals in Kenya use AI personally, structured integration within organizations remains limited. He warned that tool fatigue and lack of governance frameworks are slowing productivity. Kithinzi urged companies to embed AI across strategy, creative development, distribution and analytics rather than using isolated tools.
John Murunga, Regional Director at GeoPoll, presented findings on Africa’s gaming ecosystem. He revealed that a majority of smartphone users engage in daily gaming, mainly on mobile devices. In-game advertising is showing improved conversion rates, particularly when ads are integrated naturally into gameplay. He also noted growing demand for culturally relevant African-themed games.
Panel discussions reinforced key themes for 2026. Speakers agreed that AI literacy will soon become a basic requirement across marketing and media roles. They emphasized that governance, compliance and structured workflows will determine which organizations succeed in AI adoption. Participants also stressed that creativity must deliver measurable commercial value in a tightening economy, while trust and credibility will become critical as misinformation rises.
The event concluded with a strong message: while AI is transforming efficiency and scale, human cultural intelligence, emotional insight and ethical leadership will remain central to business success in 2026.
