Mariam Agyeman-Buahin Kaleem, a renowned brand and marketing & Fintech consultant, has emphasised that artificial intelligence (AI) is not a threat to Africa’s creative sector but a transformative tool that can empower creatives to compete globally.
Speaking at the Real Talk Debate hosted by Women in Marketing Africa, she highlighted AI’s potential to democratise access to creative tools, unlock new storytelling formats and improving workflow efficiency for African creatives. She highlighted that AI is a game-changer, helping professionals compete on a global scale.
She pointed out that AI can automate up to 45 percent of tasks in the creative sector, as noted in a McKinsey report. This automation allows professionals to focus on strategic and creative endeavours rather than repetitive tasks.
A 2024 survey by the International Finance Corporation (IFC) found that African freelancers using AI tools like ChatGPT and Jasper save over 12 hours per week, with 68 of women freelancers reporting increased income due to streamlined workflows.
The African Union estimates that AI could add US$1.5trillion to Africa’s GDP by 2030, with creative industries contributing 20 percent of this growth. AI empowers diverse voices, particularly women and freelancers, who often face barriers in the industry.
Research from LinkedIn shows that freelancers leveraging AI can increase productivity by up to 50 percent, enabling them to manage multiple projects effectively while delivering quality work.
In Senegal, AfroXXI Studio uses AI voiceover tools to dub films into over ten African languages at significantly lower costs, expanding content reach to rural audiences. This example demonstrates how AI can enhance cultural representation and accessibility in media.
While critics warn that AI could lead to job displacement, Mariam stressed that AI enhances, rather than replaces, human creativity. A 2023 AfroCreatives Guild survey found that 74 percent of African creatives using AI tools experienced increased productivity without reducing hiring rates.
“AI should be seen as a collaborator that amplifies human potential rather than a competitor,” she stated, urging African creatives to embrace technology as a means of growth and global competitiveness.
As Africa continues to position itself as a creative powerhouse, the integration of AI presents an opportunity for sustainable industry development, innovation and inclusivity.
