The National president of the Chartered Institute of Marketing Ghana (CIMG), Kasser Tee, has emphasised the crucial role Artificial Intelligence (AI) is playing in reshaping marketing strategies and business operations.
Speaking at the 35th CIMG awards ceremony in Accra, Dr Tee stressed the transformative power of AI in the marketing field, urging business leaders and marketers to embrace the technology to stay competitive in the evolving digital landscape.
This year’s event, themed “Harnessing the Power of AI as a Transformative Tool for Marketers,” underscored the immense potential AI offers in personalising customer experiences, automating interactions, and enabling data-driven decision-making.
Honoured during the event were outstanding marketing performers, many of whom have embraced AI to drive growth and innovation.
Dr Tee explained that AI was not just a passing trend but a significant shift that allowed businesses to anticipate customer needs with speed and accuracy, unlocking unprecedented capabilities in the process.
Citing reports by top global brands, PwC and McKinsey, he noted that AI could contribute up to USD15.7 trillion to the global economy by 2030, with marketing standing as a major beneficiary.
He said businesses had already integrated AI into their operations and had witnessed increased customer satisfaction and significant cost reductions, underscoring the value of adopting this technology.
Throwing more light on the endless possibilities AI brings, Dr Tee also stressed the need for ethical responsibility in its application.
He urged marketers to leverage AI not only for profit but to create meaningful value for customers and society at large.
Dr Tee congratulated the awardees for their exceptional leadership and contributions to the industry, encouraging others to follow their lead and explore AI’s full potential.
An innovation management scholar, Professor KwakuAtuahene-Gima, who was the guest speaker at the event asserted that the integration of AI and associated technologies into marketing practices was a natural progression in the evolution of marketing practices.
He believed that these advancements would unlock new opportunities for businesses to better understand and serve their customers, ultimately driving growth in a competitive landscape.
BY RAISSA SAMBOU