Africa’s digital landscape has been expanding rapidly, with internet access growing across the continent. As the landscape evolves, Artificial Intelligence (AI) is becoming an important tool in business for understanding audiences and guiding marketing decisions. AI helps businesses tailor their messages and offers more precisely, thereby making campaigns more effective and relevant by analysing behavioural patterns and predicting trends.

At the same time, adopting AI for marketing is not without hurdles. Limited infrastructure, shortage ofskilled professionals, and gaps in compliance with regulatory frameworks are still major barriers inmany African markets.

As the first in a two-part series, this article examines how AI is increasingly shaping digital marketing across Africa and why that shift raises important governance questions.

Read here.