TLDR: At the ReThinkAI 2025 Global Conference, Dr. Nduneche Ezurike championed a human-centered digital future for African consumers, challenging traditional brand-controlled customer journeys and introducing the ‘Mecosystem’ concept, where consumers co-create experiences in dynamic, multi-platform environments. He also highlighted ‘Return on Failure’ as a crucial metric for innovation.
Dr. Nduneche Ezurike, a prominent scholar and practitioner in marketing technology and enterprise innovation, presented a compelling vision for African consumers at the ReThinkAI 2025 Global Conference on Artificial Intelligence and Digital Transformation. Organized by the International Academy of Science, Technology, Engineering and Management (IASTEM) in collaboration with ICLED Business School, Lagos, the conference served as a platform for Ezurike to advocate for a human-centered digital future, shifting the focus from brand-controlled narratives to consumer empowerment.
In his paper, ‘Reimagining the Customer Journey in the Age of Digital Acceleration,’ Dr. Ezurike argued that the era of automation and predictive AI necessitates a fundamental re-evaluation of how brands interact with consumers, particularly within Africa’s rapidly evolving digital landscape. He introduced the innovative concept of the ‘Mecosystem,’ defining it as a new paradigm where consumers actively navigate and co-create experiences within dynamic, multi-platform digital environments. These experiences are shaped by personalized interactions, peer influence, and extensive digital connectivity.
Dr. Ezurike emphasized, “Today’s customers don’t move in a straight line from awareness to purchase. They operate in algorithmic ecosystems where choices are shaped by people, purpose, and platforms.” He further highlighted the significance of a novel success metric: ‘Return on Failure’ (ROF). According to Ezurike, embracing and learning from failed experiments is vital for accelerating innovation and fostering deeper customer trust.
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Ms. Sripriya Sarathy, the Conference Chairperson, welcomed attendees by describing ReThinkAI 2025 as a “global platform for cross-disciplinary collaboration, uniting academia, business, and technology experts to foster sustainable innovation.” She commended the diverse range of ideas presented and underscored the importance of “bridging ethics, empathy and technology in shaping humanity’s digital future.” Prof. Olajumoke Familoni, Provost of ICLED Business School, also acknowledged the timely nature of these discussions.
