From Threat to Opportunity: Women in Marketing Africa on AI’s role in creativity

In today’s fast-paced, technology-driven world, Artificial Intelligence(AI) is rapidly transforming how we work and interact. This shift raises an important question: is AI a threat or an opportunity for humanity—especially for the creative and marketing industries, where innovation and originality are paramount?

In its inaugural Real Talk debate in Ghana, Women in Marketing Africa (WiM Africa) 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. Rashida 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.

Rashida stressed the need for African creatives and marketers to shape AI models by building structured datasets that authentically represent African stories, rather than depending on Western narratives. According to her, such a step can make AI a powerful tool for innovation while preserving cultural integrity and ethical standards.

Building on this theme of responsible AI use, seasoned Brand, Marketing and Fintech Consultant, Miriam Kaleem Agyeman-Buahin, on her part, encouraged creatives and marketers to leverage AI models to enhance their work while mitigating risks associated with unethical AI practices. She emphasized the need to adapt to 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. Madam Agyeman-Buahin also highlighted AI’s potential to foster creativity, allowing users to explore new possibilities while providing a safety net. She urged marketers to contextualize AI’s role and consider how it will shape the future of work in an increasingly AI-driven landscape.

Chief Executive Officer and Lead Consultant for Information Governance Solutions, Sylvia Appiah, emphasized the importance of transparent and ethical data collection and usage in content creation. She 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, Madam Sylvia Appiah stressed the need for responsible use and adherence to governance frameworks, including those being developed in Ghana, to ensure ethical AI adoption.

In her concluding remarks she addressed the need for African-centered datasets, emphasizing that structured data is crucial to ensuring AI accurately represents local narratives and cultural nuances.

In an engaging fireside chat, 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 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, Ms Wenani highlighted the opportunities and challenges businesses and professionals face today.

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.