AI’s Growing Dominance in African Advertising Raises Concerns
The use of artificial intelligence (AI) in African advertising is on the rise, and while it’s lowering advertising budgets, it’s also raising concerns among professionals in the creative industries. Businesses in Africa are increasingly relying on AI-generated images, models, and voices for their advertising campaigns on TV and digital platforms. This trend has led to a decline in ad spending in sub-Saharan Africa, according to the World Advertising Research Centre (WARC). However, a slight rebound is expected this year with a projected 6.1% increase in South Africa.
Safaricom, the leading telecommunications company in East Africa and Kenya’s largest advertiser, made headlines in August by unveiling what it claimed to be Africa’s first AI-generated TV ad. Since then, the company has continued to roll out other AI-driven campaigns across different platforms. While this may seem like a positive development in terms of innovation, many professionals in Kenya’s creative industries are concerned about the long-term impact of AI.
For designers, models, photographers, copywriters, and more, corporate contracts are essential sources of income. With businesses increasingly moving their creative work in-house and relying on AI, these professionals fear that they may lose out on opportunities. Irari, a professional in the creative industry, predicts that many small ad agencies may struggle to survive as AI takes over. The focus is shifting towards brand storytelling and partnerships with content creators, further reducing the need for traditional creative professionals.
One of the main advantages of AI-generated content is its cost-effectiveness. It allows businesses to cut back on advertising budgets, as AI can create content without the need for human labor. However, this comes at the expense of creative professionals who rely on these contracts. While AI can enhance efficiency and streamline processes, its dominance raises questions about the future of traditional creative roles in the industry.
The rise of AI in advertising also brings to light concerns about job displacement. As businesses increasingly adopt AI solutions, there is a risk that human workers may be replaced by automated systems. This could lead to unemployment and a shift in the job market, potentially leaving many skilled professionals struggling to find work.
On the other hand, some argue that AI can be seen as a tool to augment human creativity rather than replace it entirely. By automating repetitive tasks, AI allows creative professionals to focus more on strategic aspects of their work, such as brand storytelling and building partnerships. AI can provide valuable insights and data-driven approaches that enhance the effectiveness of advertising campaigns.
In conclusion, the growing dominance of AI in African advertising presents both opportunities and challenges. While it lowers advertising budgets and streamlines processes, it also raises concerns about the future of traditional creative roles and job displacement. Finding a balance between AI and human creativity will be crucial for the industry’s sustainable development. As the African advertising landscape evolves, it is essential to embrace innovation while also addressing the potential impact on professionals in the creative industries.
