At the recent Women in Marketing Real Talk Debate Series held in Accra, Ghana, Emma Wenani, Chief Director at Global Media Alliance (GMA), had a Fireside Chat session with Ato Forson where she shared valuable insights on the evolving role of AI in marketing, media, and business development.
In the engaging conversation, she discussed how AI is reshaping content creation, pitching, broadcasting, and career growth while emphasizing the importance of maintaining authenticity and the human touch in an increasingly automated world.
From the impact of AI to the shifting dynamics of work-life integration, Emma Wenani (EW) highlighted the opportunities and challenges businesses and professionals face today. Here’s a deep dive into her perspectives on navigating AI’s influence while staying innovative and relevant.
Q: How can marketers and creatives ensure authenticity when using AI tools for content creation?
EW: To maintain authenticity in AI-generated content, we must actively refine and correct the data we feed into these tools. Every time we use an AI tool, it prompts us with options like, “Would you like another go?” or “How can I improve this?”—and we need to engage with these prompts meaningfully.
Authenticity lies in how we interact with AI, the specificity of our prompts, and how well the tool understands our unique voice and perspective.
People are increasingly moving away from surface-level PR stories; they crave content they can genuinely connect with. This shift is pushing brands to focus on the human effect—understanding their audience deeply and delivering content that resonates with them.
By taking an active role in shaping AI outputs, we can ensure they reflect real, meaningful narratives that build stronger audience connections.
Q: How has AI changed your industry, and how do you ensure AI-generated content still feels authentic?
EW: AI has made our work more efficient, but it’s easy to spot AI-generated content. As communicators, we’ve learned to refine it to match our unique voices. If a speech or article is attributed to someone, it should still sound like them. AI is a tool, but the human touch ensures content remains relevant and authentic to our audience.
Q: How has AI changed the pitching process at Global Media Alliance (GMA), and how do you balance efficiency with the human element?
EW: At GMA, AI hasn’t replaced the human element in pitching, but it has enhanced efficiency. Brainstorming is now more productive, as team members come prepared with ideas, research, and insights before these sessions.
This shift has made our discussions more engaging and creative. While AI tools help streamline proposals and design work, the human touch remains crucial. The pitching timeline has also shortened—from a month to weeks or even days—but we’ve adapted to ensure quality and originality remain at the forefront.
Q: How has AI transformed business development, both in process and in the mindset of business developers?
EW: AI has made business development more data-driven, helping businesses analyze trends and refine strategies faster. However, with more accessible data, competition has intensified. Agencies must now focus on unique value creation rather than just data access.
The real opportunity lies in how well businesses interpret and apply insights to drive growth and client retention. While Africa still faces data gaps, progress is being made, and the key is turning available insights into actionable strategies.
Q: Global Media Alliance operates across various media platforms, including radio, television, and events like African Legends Night. How has AI impacted these areas, particularly in broadcasting, from YFM to Silverbird Cinema? How is it shaping the work of producers, presenters, and DJs?
EW: AI has enhanced efficiency across our platforms, especially in broadcasting. At our radio stations, some DJs use AI tools to curate playlists, making their work easier and more dynamic.
Producers leverage AI for research, improving interviews and content preparation. While we explored AI integration for presenters, we haven’t fully implemented it yet. In events, hybrid formats have evolved, but Ghana’s market has yet to fully adopt AR-driven experiences. There’s great potential, and I’d love to see how we can integrate these technologies further.
Q: With the rise of AI-driven automation, there’s ongoing concern about job displacement. How do you see businesses and individuals adapting to this shift, and what strategies can help professionals stay relevant in the evolving job market?
EW: Adaptation is key. AI will undoubtedly change industries, but rather than fearing job loss, the focus should be on upskilling and leveraging new technologies. Companies are restructuring—not just cutting jobs but also expanding in more efficient ways. Those who embrace AI and continuously improve their skills will remain relevant.
We’ve seen content creators thrive by adapting early, and the same applies across industries. While automation grows, many people still prefer human interaction, so businesses must balance efficiency with personal touch. The key is to evolve with technology rather than resist it.
Q: We often hear about the importance of balance in a fast-paced work environment. In reality, how do you manage the demands of work and personal life effectively?
EW: I’m not sure true balance exists. We’ve moved from “work-life balance” to “work-life integration,” recognizing that the two often overlap. Trying to force balance can create anxiety, so I focus on being fully present in whatever I’m doing. Expectations shift as you grow in your career, and automation has helped.
Banks, for example, aren’t open on Sundays, but we still bank through digital channels. The key is optimizing processes so that we can dedicate time to both work and personal life without constantly feeling pulled in different directions. Ultimately, it’s about prioritizing what matters most.
Q: As a woman navigating the evolving landscape shaped by AI and emerging technologies, how has this shift impacted your work and life? Additionally, how has it propelled you to reach new heights in recent years?
EW: I love being a woman, and I wouldn’t trade that for anything. It’s exciting to see how technology has introduced tools that make our work easier, allowing us to be more efficient and explore new skills. For instance, I’m not a graphic designer, but thanks to platforms like Canva, I can now create invitation cards and designs without needing external help.
These advancements not only enhance productivity but also empower working mothers to manage their time more effectively, balancing work and family life. I know women who have automated their homes to streamline daily tasks, making life more efficient. That’s something I aspire to have as well—leveraging technology to be fully present in both personal and professional spaces.
AI has also expanded opportunities for thought leadership. We no longer have to be physically present at conferences; we can engage in global conversations from anywhere. It gives me hope that the world my children will grow up in will offer greater opportunities than the ones I had.
