Women in Marketing Africa (WiM Africa) has successfully held the first ever Real Talk Debate on AI in Ghana at the MullenLowe Accra offices.
Titled ‘Is AI a Threat or Opportunity for Africa’s Creative Sector?’, the event brought together leading industry voices and an across sector group of delegates to explore how artificial intelligence is transforming the marketing landscape across Africa.
With Rashida Musa-Founder and CEO of rAIma.oi, Sylvia Appiah-CEO and Lead Consultant at Information Governance Solutions and Mariam Agyeman-Buahin, a brand marketing and fintech consultant, serving as speakers, the debate delved into a wide range of topics from the need for responsible and ethical Artificial Intelligence (AI) use to the need to tell Africa’s own stories.
Collectively, facilitators noted that while AI offers tremendous opportunities – such as turning month-long campaign ideation into week-long turnarounds – it also presents challenges, particularly around biased data and the potential impact on jobs.
Emphasising the urgency of continuous learning in an evolving job market, the discussion also touched on the rise of the gig economy and the future reformation of marketing teams.
Key takeaways from the event included:
- The necessity of scrutinizing the fine print when engaging with AI tools.
- A call for African organizations to develop their own GPTs to tell authentic stories.
- Insights into how AI can drive efficiency, innovation, and diversity in marketing, despite concerns about bias and misinformation.
A live poll during the debate revealed that an overwhelming 93percent of the audience viewed AI as an opportunity, while only 7percent saw it as a threat. In addition, a word cloud generated during the session captured themes such as “opportunity,” “innovation,” “diversity,” “efficiency,” and “data” alongside cautionary notes on “bias” and “fake.”
A highlight of the event was the engaging interview with Emma Wenani, Chief Director at the Global Media Alliance, who provided an in-depth look at the use of AI within the PR and media sectors and shared how her organisation is integrating these tools to enhance business operations.
She argued that although AI has made work easier and faster, users ought to refine the information received from AI systems to maintain authenticity. Concluding, Head of WiM Africa, Andrea Djan-Krofa admitted the potential of AI to positively impact various industries and charged all present to leverage AI in an ethical manner.
“We are at a pivotal moment where technology meets creativity,” said Ms. Djan-Krofa, Head. “The debate did not only underscore the enormous potential of AI but also reminded us of our responsibility to use it ethically, ensuring that our narratives remain authentic and inclusive,” she said.
WiM Africa is part of Women in Marketing (WiM) CIC, a global not-for-profit network of senior leaders founded in 2004, initially as part of the Chartered Institute of Marketing (CIM) UK.
Women in Marketing (WiM) CIC seeks to recognise, connect, educate, and celebrate women in the marketing, advertising, and communications sectors. WiM Africa launched in 2018 at the Loeries Creative Week in Durban, South Africa. The inaugural event focused on the role the marketing and advertising industry plays in stereotypical representations of people in media and advertising.
WiM Africa’s growing community now spans over 18 countries in Africa. WiM Africa is a member of the Unstereotype Alliance South Africa Chapter and the International Advertising Association (IAA) Africa region.
WiM Africa’s mission is simple: to champion gender equality at the highest levels of Africa’s marketing, advertising, and communications industries, showcasing the continent’s creative talent on the global stage and empowering future generations of African women to lead.
