The President of the Chartered Institute of Marketing, Ghana (CIMG), Michael Abbiw, has stated that marketers in Ghana are ready to embed Artificial Intelligence (AI) into their sales strategies and content creation.

According to him, marketing systems have evolved significantly in recent times, gradually replacing traditional approaches.

Speaking to journalists on the sidelines of the African Marketing Confederation (AMC) Conference on August 20, 2025, he said, “We are bringing marketing and technology together to see how best we can reach the market. We must understand that the world is evolving and technology is taking over. As marketers, we cannot continue to deliver our services using old tools, old methods, and old ways.”

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Abbiw explained that AI systems have made it easier to reach consumers and deliver content more efficiently and accurately. While acknowledging some challenges, he emphasised that marketing and sales professionals must embrace the new wave to make their work more effective.

“AI, for instance, has changed the landscape of how we produce content, analyze data, and develop customer retention strategies,” he noted.

He further observed that although there is already considerable use of technology across Africa, more effort is needed to deepen adoption. This, he said, makes the AMC conference in Accra both timely and important.

“Marketers need to be trained and developed. That is why institutions like the Chartered Institute of Marketing are designing programs to introduce marketers to the AI environment,” he added.

The CIMG president stressed that Ghanaian marketers are prepared to embrace AI tools fully.

“I think we are ready for it. It’s time for us to start using it. After this conference, there will be many discussions on how sales and marketing tools and technology can be used to drive the African agenda,” he concluded.

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