Embracing AI for a New Era in Advertising
Mr Joel Nettey, former World President of the International Advertising Association, has emphasized the need for Ghanaian advertising agencies to integrate artificial intelligence (AI) into their operations. He believes that adopting AI can significantly boost creativity, efficiency, and global competitiveness within the industry.
Nettey highlighted that the advertising sector is experiencing its most profound transformation since the rise of digital media. He warned that agencies that fail to adapt may fall behind in an increasingly competitive landscape. His remarks were made during the launch of the 18th Gong Gong Awards by the Advertising Association of Ghana (AAG) in Accra on Friday.
“AI tools are already transforming the speed and cost of creative production. From generating visual concepts and copy variants to producing personalized video content at scale, the capabilities available today would have seemed impossible just five years ago,” he stated.
He further noted that an agency of twenty people equipped with the right AI tools can now produce the output volume of an agency three times its size. This shift underscores the potential of AI to revolutionize the industry.
Nettey explained that AI-powered analytics now allow brands to better understand consumer behavior, predict purchase intent, and deliver personalized content. This signals a move from traditional mass advertising to targeted communication. “The question for us is not whether to adopt these tools, but how quickly we can build the internal capacity to use them responsibly,” he stressed.
While acknowledging the immense opportunities AI offers, Nettey cautioned that it cannot replace human creativity and cultural insight. “The best advertising has always been deeply human. The role of the human creative and strategist remains essential to guide AI and ensure cultural relevance,” he said.
As the Group Chief Executive Officer of Ninani Group, Nettey pointed to a growing skills gap in the industry and called for investment in data analytics, performance marketing, and AI-assisted production. He urged African technologists and advertisers to develop AI applications that reflect local languages, idioms, and cultural contexts.
“One area where Ghana and Africa more broadly have a genuine competitive opportunity is in the development of AI tools that understand and reflect our languages, cultures, and contexts. There is significant space for African technologists and advertisers to develop AI applications that speak to African consumers in their own languages, idioms, and cultural frameworks,” he emphasized.
Expanding the Gong Gong Awards
Dr Linda Narh, Chairperson of the Gong Gong Awards Board, announced that this year’s edition had been expanded to reflect emerging trends, including digital innovation and AI. She mentioned that the awards would feature 24 categories under seven classifications, with a new “Young Creatives of the Year” category to nurture emerging talent through a competitive hackathon.
Entries for the awards will open on May 4 and close on June 14, 2026, with the awards night scheduled for July 25 at the Labadi Beach Hotel.
Mr Andrew Ackah, President of the AAG, said the Gong Gong Awards remained the industry’s flagship platform for celebrating excellence and driving professional standards. “Last year we recorded about 230 entries, but this year we expect a lot more. We want to see more energy, more participation, and more innovation,” he said.
The 18th Gong Gong Awards will be held on the theme: “The Creative Convergence: AI and Human Craft in Advertising.”
