Accra: Stakeholders have urged African governments to adopt smart and adaptive regulations to unlock the continent's Artificial Intelligence (AI) potential, drive economic growth, and position Africa as a global leader in digital innovation. They noted that Africa's youthful population, abundant creative energy, and existing digital platforms provided an ideal foundation for technological advancement, stressing the need for stronger regulatory frameworks.
According to Ghana News Agency, the experts made the call at the 2025 African Marketing Confederation (AMC) Conference in Accra on Wednesday, on the theme: 'Thriving in Africa's evolving markets: Trust, trends and technology.' Mr. Charles Murito, Google's Director of Government Affairs and Public Policy for Sub-Saharan Africa, described AI as 'a new form of electricity' capable of powering unprecedented economic transformation across the continent.
'We are at a remarkable moment in history; the digital transformation of Africa is going to be our generation's greatest opportunity. Let's create smart, agile regulations that encourage innovation and investment and do not hold people back from fully taking advantage of this technology,' he said. Acknowledging concerns about AI displacing workers, Mr. Murito called for deliberate actions to turn challenges into opportunities, particularly for the youth.
He urged investment in skills training to enable young people to evolve into new roles such as strategic AI directors, combining creative insights with data-driven solutions. He encouraged African entrepreneurs to think beyond local applications and use AI tools to design solutions tailored to the continent's unique challenges and opportunities.
While advocating AI adoption, Mr. Murito stressed the need for responsible development, noting that Africa must build a continent that was not only technologically advanced but also equitable and inclusive. Ms. Helen McIntee, the President and Co-Founder of the AMC, said effective regulatory reforms and global collaborations could position Africa as a major player in the international marketing industry while driving growth and development.
She called for investment in digital infrastructure and digital literacy to empower Africa's youthful population to fully harness AI and marketing potential. 'This includes developing reliable internet connectivity, improving data storage and analytics capabilities, and ensuring that marketing professionals have the necessary skills to leverage AI tools,' she said.
Mr. Mohammed Adams Sukparu, the Deputy Minister of Communication, Digital Technology and Innovations, admitted the regulatory challenges in Africa's digital space, including AI. He noted that Ghana had reviewed its regulatory regime and would soon lay 15 separate policies before Parliament for approval and implementation to make them 'fit for purpose' in driving investment and growth.
The Deputy Minister challenged digital entrepreneurs and marketing professionals to rebrand Africa as a continent of opportunity by developing innovative and homegrown solutions.
