AI-powered consumer simulation platform wins top prize in national entrepreneurship programme

A South African marketing technology business that uses artificial intelligence to simulate consumer behaviour has been recognised as the top-performing enterprise in the inaugural Mr Price Foundation Bindzu Youth Fund.

Founded by entrepreneur, Kamogelo Selepe, ArcaneEdge secured the programme’s top prize of R1 million after emerging as the highest-ranked business among 1 692 applicants from across the country.

Selepe is currently pursuing a Bachelor of Commerce in Information Systems at the University of Johannesburg. She founded ArcaneEdge after witnessing the challenges small businesses face in adapting to an increasingly digital economy, an experience shaped in part by seeing her mother’s education business struggle during the COVID-19 pandemic.

At the centre of ArcaneEdge’s offering is its “Digital Doppelgänger” platform, which uses artificial intelligence to model consumer behaviour and help brands test marketing campaigns before launch. The technology creates AI-powered digital personas that simulate consumer responses, enabling organisations to refine campaigns, reduce wasted spend and make more informed marketing decisions.

As brands face growing pressure to improve return on investment and navigate rapidly changing consumer expectations, technologies that support data-driven decision-making are becoming increasingly valuable.

ArcaneEdge applies AI to this challenge by helping businesses evaluate potential campaign performance before committing significant resources, providing a virtual environment where marketing concepts can be tested and refined.

Duduzile Mathabela, Programme Manager for Entrepreneurship Development at the Mr Price Foundation, said the business stood out for its innovative use of technology and clear commercial application. ‘ArcaneEdge demonstrates how emerging technologies can be used to solve practical business challenges. Kamogelo identified a real market need and developed a solution that combines innovation with commercial relevance. Her success reflects the calibre of entrepreneurs emerging through the Bindzu Youth Fund.’

The recognition comes as artificial intelligence continues to influence how organisations engage with customers, analyse data and develop marketing strategies. While much of the conversation around AI focuses on future possibilities, businesses such as ArcaneEdge demonstrate how the technology is already being applied to improve decision-making today.

During the programme, ArcaneEdge recorded the highest revenue growth of any participating business, achieving 486% growth during the assessment period. The company also achieved the highest average contract values among participating enterprises and received a perfect score for growth potential from the judging panel.

‘This recognition validates both the problem we are solving and the opportunity we see in the market,’ said Selepe. ‘We believe artificial intelligence can help organisations make smarter decisions, reduce risk and better understand the people they serve. The award provides additional momentum as we continue to grow the business and expand our offering.’

In addition to the R1 million prize, ArcaneEdge will receive mentorship, business development support and access to professional networks to accelerate growth and market expansion.

For South Africa’s marketing and technology sectors, the recognition of an AI-powered consumer simulation platform highlights the growing role local innovation can play in helping brands navigate increasingly complex consumer environments.