AI Meets Marketing: The Age of Hyper-Personalisation

By Ayodeji Rasaq

Marketing has always been about connection—reaching the right audience at the right time with the right message. In today’s digital economy, that connection must go beyond relevance; it must feel personal. Artificial Intelligence (AI) has made that possible at a large scale, bringing in a new era where it’s no longer a nice-to-have—it’s the starting point. Consumers today expect more than relevance; they want to be able to see themselves in and connect with your message.

Where traditional marketing once grouped audiences into broad segments, AI has created a new paradigm where brands can engage individuals, not just categories. Now, AI enables brands to respond in real time with accuracy and connection by analysing data such as search behaviour, location, purchase history, and even the time of day a user engages with content.

The result? Campaigns that engage with individual habits, preferences, and needs. This shift has changed the relationship between brands and consumers. The age of mass marketing is officially over. It’s no longer about reaching many—it’s about mattering to each. AI is at the heart of it all, quietly powering the most transformative shift marketing has seen in decades.

DUO Libra: Leading the Charge in Personalised Experiences

Under my leadership as COO at Duo Libra, we have carved out a distinct position in the marketing landscape by seamlessly merging creativity with technology to create intelligent,heartfelt brand experiences. Our approach is clear: data without insight is noise, and creativity without intelligence is guesswork. What we offer is the intersection—where meaningful data meets creative execution.

Using our work with smartphone giants OPPO and Tecno as examples, both vying for relevance in the competitive digital market.

“We helped launch multiple products with the use of personalized messages to different customer segments using AI-driven insights. AI itself is a partner tool and not a competing tool. ”- Olatunde Olowotona (Head of Business, Duo Libra)

Another standout project is the Red Bull Local Hero Tour. What began as a high-energy on-ground activation extended into a rich, personalised digital experience.

“AI was a strong factor in understanding the audience better, enabling us to create a more personalized and consumer focused experience. Participants became part of the campaign by sharing customised videos, while the agency amplified these moments across social media.”- Yvonne Mgbodile (Account Director, Duo Libra)

Personalisation as a Growth Strategy

The results of DUO Libra’s personalized approach speaks for itself. Brands that partner with our agency consistently report higher conversion rates, stronger digital engagement, and increased product interest, often from the first touchpoint.

Our seamless fusion of creativity, cultural intelligence, and AI sets it apart. While many agencies lean on data, DUO Libra goes further—using local insights to ensure messaging aligns with regional values, dialects, and behavioural differences. This level of localisation is important in African markets, where cultural context can make or break a campaign.

As part of The People Company Group, DUO Libra operates with a unique end-to-end capability. Collaborating closely with sister companies—Riquesa Africa and SBX Media—the agency delivers holistic campaigns grounded in intelligence and executed with precision.

Our campaigns move beyond how to reach people, focusing instead on why the message matters to each individual.

A New Marketing Benchmark

As a forward-thinking creative agency, DUO Libra is shaping a future where brands don’t just communicate with consumers, but engage with them on a personal level—listening with purpose and responding with intention.

Ayodeji Rasaq COO, Duo Libra