Johannesburg, South Africa – Innovation took centre stage at this year’s WesBank New Generation Awards as Buco, South Africa’s trusted building and hardware partner, secured recognition for its pioneering use of artificial intelligence (AI) in marketing.

As the largest independent platform celebrating digital-first creativity, the Awards spotlight the brands shaping the future of communication. For Buco, being named a finalist in two categories:  Best Use of AI in a Marketing Campaign by a Corporate and Best Use of AI in a Marketing Campaign by an Agency  and securing Bronze in the Agency category reflects a milestone moment: the building and construction sector stepping confidently into the digital era.

Building smarter connections

Traditionally, innovation in construction retail has meant new product lines, service improvements or supply chain efficiencies but as customer expectations evolve, digital transformation has become just as important. By harnessing AI-powered tools with partners Algorithm Agency and Mobiclicks, Buco has redefined how it reaches customers, creating campaigns rooted in real-world behaviours, local context and data-driven insight.

“As a brand that combines experience with innovation to drive real results, we are proud to be the very first in the building and construction industry to be recognised for such innovation,” says Tumi Mphelo, Buco Brand & Advertising Manager.

Recognition for intentional innovation

For Buco, innovation is about creating meaningful impact. By layering AI insights onto omnichannel strategies, the company has been able to bridge the gap between digital campaigns and real-world outcomes ensuring that every marketing investment speaks directly to customer needs.

“Recognition at the New Generation Awards affirms our commitment to combining innovation with impact. At Buco, we are continuously exploring smarter ways to connect with our customers and communities through technology and creativity,” adds Xaka Mthembu, Buco Digital Marketing Manager.

A collaborative win

Collaboration has been central to this achievement. “It is exciting to work with brands that understand that the evolution of marketing lies in layering data insights: from postcode-level signals to real-world behaviour and local context, with omnichannel activation,” notes Shaun Rosen, Mobiclicks CEO.

Algorithm Agency CEO, Graeme Stiles, echoes this sentiment: “Securing recognition for AI is particularly significant: it’s a new frontier for many brands, but it’s been integral to how Algorithm thinks and operates. Most importantly, this reflects the brilliance of the cross-functional team working on Buco every day, and a client partner that gives us the trust and latitude to deliver work worthy of awards.”

Leading the way for an industry in transition

Buco’s recognition is a signal to the broader sector: industries built on tradition can thrive by embracing digital transformation. With AI at the core, the retailer has not only raised the bar for marketing in construction retail, but also highlighted the role of technology in building resilience, relevance, and long-term growth.

For more information about Buco, visit www.buco.co.za.