The National President of the Chartered Institute of Marketing, Ghana (CIMG), Dr. Kasser Tee, has called on Marketers and Business leaders to remain vigilant about the ethical implications of artificial intelligence (AI), as they embrace its transformative potential.
He made this statement during the 35th Annual CIMG National Marketing Performance Awards held in Accra on Saturday.
Addressing a distinguished audience that included the Deputy Minister for Tourism, Arts & Culture, Mark Okraku Mantey and other captains of industry, Dr. Tee highlighted the rapid integration of AI into marketing and its undeniable benefits.
However, he emphasised the need for ethical considerations to take precedence as AI reshapes business practices.
“As we harness the capabilities of AI, we must also remain vigilant about the ethical implications and ensure that our practices uphold the highest standards of integrity and transparency,” Dr. Tee stated.
He stressed that while AI was a powerful tool, it should not compromise the values that guide marketing practices.
“It is our duty to leverage AI not just for profit, but to create value that resonates with our customers and society at large.”
Dr. Tee further noted that AI has the potential to revolutionize customer experience (CX), automate interactions, and personalize content. However, he reiterated that human creativity, intuition, and empathy remain irreplaceable, urging marketers to ensure that AI is used responsibly.
“The power of AI lies not just in its ability to transform our marketing strategies, but also in its potential to elevate our profession to new heights,” he remarked, adding that “The creativity, intuition and empathy that define us as Marketers cannot be replicated by tools.”
President of the Nobel International Business School, Prof. Kwaku Atuahene-Gima, highlighted the transformative potential of Artificial Intelligence (AI) in marketing.
Prof. Atuahene-Gima described AI as a pivotal tool that could reshape marketing, enabling the creation of highly personalised products for individual customers at an unprecedented scale.
“Imagine trying to create 7 million unique versions of a product for 7 million customers, this is beyond the capacity of human designers, but AI makes it possible.”
He emphasised that AI’s role in personalisation and customisation is redefining marketing by providing deeper insights into customer behavior.
Despite the potential, the professor cautioned marketers about the ethical challenges AI poses.
He referenced survey results that showed concerns over automation, data privacy, and the implications of AI-generated content.
“There is an ongoing debate on balancing innovation with responsibility,” he added.
Prof. Atuahene-Gima concluded by urging Ghanaian marketers to harness AI to address broader societal issues. “Can we use AI to tackle problems like illegal mining, poor public services and digital poverty in deprived areas?” he asked.
