Women in Marketing Africa sparks debate on AI’s role in Africa’s creative industry
Women in Marketing Africa (WiM Africa) has held its inaugural Real Talk debate on Artificial Intelligence (AI) role in Africa’s creative industry in Accra
The event brought together top communication leaders and AI experts to examine AI’s dual impact on the continent’s marketing and creative industries.
The speakers, Rashida Musa, Mariam Kaleem Agyeman-Buahin and Sylvia Appiah, shared a common perspective that Artificial Intelligence can only become a true opportunity for creatives and marketers in Africa if it is used responsibly, supported by a proper framework for AI governance, and built on structured datasets that authentically reflect African stories and identities.
Founder and CEO of rAIma.oi, Rashida Musa, provided key insights into how AI functions and the responsibility of users in ensuring ethical AI adoption.
She posited that AI should be seen as an assistant to human cognitive ability rather than a replacement.
She urged AI users to carefully review terms and conditions before adopting AI tools, stressing that “we have to be advocates for ourselves and our data.”
She also highlighted the critical role of AI governance, noting that the real concern is not AI itself but the people behind it and their ethical choices.
Building on this theme of responsible AI use, seasoned Brand, Marketing and Fintech Consultant, Miriam Kaleem Agyeman-Buahin, encouraged creatives and marketers to leverage AI models in order to enhance their work while mitigating risks associated with unethical AI practices.
Again, she emphasised the need to adapt in the Fourth Industrial Revolution, noting that while “marketing is evolving, it does not mean losing one’s identity.”
“As much as we are moving fast, let’s make sure we are using AI to enable us in the jobs that make sense in the Fourth Revolution,” she added.
The Chief Executive Officer and Lead Consultant for Information Governance Solutions,
Sylvia Appiah, emphasised the importance of transparent and ethical data collection and usage in content creation.
She then cautioned that while AI is a powerful enabler, businesses must take the time to assess the tools they use and ensure compliance with existing regulations.
“To use people’s data, you need to be transparent and explain why we are using the data to generate whatever content we are generating,” she stated.
Acknowledging both the opportunities and risks AI presents, Ms Appiah stressed the need for responsible use and adherence to governance frameworks, including those being developed in Ghana, to ensure ethical AI adoption.
The Chief Director at Global Media Alliance (GMA), Emma Wenani, shared valuable insights on the evolving role of AI in marketing, media, and business development.
She discussed how AI is reshaping content creation, pitching, broadcasting, and career growth while emphasising the importance of maintaining authenticity and the human touch in an increasingly automated world.
The Women in Marketing Africa’s Real Talk Debate Series, held in celebration of International Women’s Day 2025, provided a platform for senior leaders and women in marketing to connect, exchange insights, and explore how emerging technologies like AI can drive innovation, inclusivity, and women’s empowerment in Africa’s creative industries.
The event was held in partnership with Global Media Alliance, International Advertising Association, Unstereotype Alliance, Kantar, G desserts and The Experience by Ampofoa.
BY TIMES REPORTER
