NAIROBI, Kenya, Sep – Marketing professionals are increasingly turning to artificial intelligence (AI) to handle routine tasks and improve efficiency, but industry leaders say human creativity, curiosity and judgment will remain central to the profession as the technology becomes more widely adopted.

📻 Breaking It Down

The issue will take centre stage at the ninth annual Top Marketers Club Conference, scheduled for October 2 at Tusker Brew House in Nairobi, under the theme “The AI Powered Marketer.”

Speaking during the Jam show on Capital FM, Top Marketers Club President Victor Mutua said AI is increasingly cutting across different aspects of marketing and business, but should be viewed as a tool to support professionals rather than replace them.

“AI is basically cutting across. But ideally marketers, since it’s a community for marketers and probably business leaders, it cuts across from the users to the business owners,” Mutua said.

📌 What You Need to Know

He said AI should be considered “an aid, not a replacement,” as marketers adapt to changes in the nature of their work.

Mutua said the annual conference began as informal meetings among marketers in Upper Hill nearly a decade ago before expanding to Uganda, Tanzania and Ethiopia.

Mutua said the growing adoption of AI is already changing the type of tasks marketers perform, with the technology increasingly being used for research, presentations, information processing and preparation of briefs.

“While AI will take off some jobs, before the job is gone it will first take off some tasks of your job because remember a job is an accumulation of duties,” he said.

He said automating routine responsibilities could give marketers more time to focus on areas requiring creativity, strategy and human interaction.

Belva Digital Founder Fred Kithinzi said the shift makes human judgment increasingly important as AI tools become more accessible.

📰 Source: Capital FM Kenya