Ghanaian Advertising Agencies Urged to Adopt AI to Boost Creativity and Global Competitiveness

Joel Nettey, the former World President of the International Advertising Association (IAA), has issued a clarion call to Ghanaian advertising agencies to integrate artificial intelligence (AI) into their core operations. Speaking at the launch of the 18th Gong Gong Awards in Accra, Nettey warned that the advertising industry is undergoing a radical digital transformation and that agencies failing to adapt to these technological shifts risk becoming obsolete. He emphasized that AI is no longer a luxury but a necessity for enhancing creative output and maintaining a competitive edge on the global stage.

During his address, Nettey highlighted the transformative potential of AI in creative production and data analytics. By leveraging advanced AI tools, agencies can gain a deeper understanding of complex consumer behaviors, produce highly personalized content, and streamline targeted communications with unprecedented efficiency. However, he was quick to point out that technology should not be seen as a total replacement for human talent. Instead, he advocated for a synergy where AI handles data-driven insights and production speed while human creators provide the emotional depth, ethical oversight, and strategic vision that machines cannot replicate.

A significant portion of Nettey’s message focused on the need for localized AI applications. He urged the industry to invest in developing AI tools that resonate specifically with African cultures and support local languages, ensuring that the technology remains relevant to the Ghanaian audience. Furthermore, he called for sustained investment in skills development and training programs to empower advertising professionals to use AI responsibly. This focus on local relevance and capacity building is seen as a vital step in distinguishing Ghanaian advertising in an increasingly homogenized global market.

The 18th Gong Gong Awards ceremony, scheduled for July 25 at the Labadi Beach Hotel, will serve as a primary platform to showcase these emerging trends. With the entry period set to run from May 4 to June 14, the awards will feature 24 categories, including a new category specifically designed to nurture and spotlight young talent. As the industry prepares for this prestigious event, Nettey’s call serves as a strategic roadmap for innovation, urging the creative community to embrace the future through a commitment to continuous learning and technological adoption.