AI in Communication
Crisis Innovation And Creative Destruction: AI-Powered Reinvention Of The Communication Practice In Africa
By George Mlaghui
Agility is the new normal in today ' s fastpaced business environment. Customer preferences continue to evolve, and technology is advancing even faster post- Covid, compelling companies to adopt new tools and platforms. Consequently, the Communication practice must remain adaptable to remain relevant in Africa, a continent with a rich tapestry of identities, cultures, and rapidly evolving lifestyles.
Some observers have called the period at the end of the 1970s and the early 1980s a state-controlled era marked by distinct trade barriers and divergent policies that hindered cross-border brand communication. The 1990s and the start of the new millennium saw market liberalisation and the emergence of digital technologies. Structural adjustment programmes, which pushed for privatisation, broke up state monopolies, and regional integration led to lower tariffs, enabling cross-border supply chains. This period also saw a vital disruption- mobile phone adoption- heralding the mobile and data revolution of the 2010s. Mobile-first brand engagement strategies have enabled East African companies to leverage the growing mobile penetration to drive SMS- and online-based campaigns.
The Economic Development in Africa Report 2024, released by the United Nations’ Conference on Trade and Development( UNCTAD), emphasises the need to build the continent’ s resilience in the face of global challenges, leveraging regional integration as a buffer against trade and financial risks. The polycrisis of the past decade exposed the continent’ s dependence on international markets, underscoring the need for brand engagement strategies to infuse regional risk mitigation, shifting from global platforms to continental and local networks during supply chain disruptions.
The brand engagement landscape today is defined by perpetual turbulence, driven by algorithmic shifts, data privacy revolutions, and the fragmentation of consumer attention. As a result, we are witnessing a rapid change in Communication practice, where“ crisis innovation” has moved from being reactive to strategic foresight. Simply put, it is no longer about reactive survival but proactive reinvention. Communication professionals who strategically leverage AI can“ anticipate” issues early. Predictive analytics has enabled the simulation and stress-testing of campaigns before launch. Communicators are also beginning to appreciate the power of natural language processing to analyse social sentiment in real time, transforming reputational fires into opportunities for trust-building. AI has essentially turned volatility into a laboratory for innovation.
In tandem with“ crisis innovation” is“ creative destruction.” The latter is a concept popularised by the economist Joseph Schumpeter, in which innovations and technologies dismantle older models. AI, therefore, does not just optimise; it obsoletes. A quick scan of some primary Communication functions, such as media buying, where we are seeing algorithms beginning to outperform human intuition in advert placements, dissolving traditional planning roles. Content creation has also been transformed by generative AI, enabling the production of hyper-personalised copy at scale and, consequently, challenging legacy creative workflows. Communicators can also now analyse consumer insights using deep learning to assess behavioural patterns that were not readily identifiable in manual research, consequently questioning the future of focus groups in market research.
The legacy of the Communication professional is not to survive change; it is to shape it. Forward-thinking Communicators are now evolving to become AI-native strategists, leveraging AI tools to enhance their capabilities and deliver more effective campaigns. This rapid digital transformation across the continent is being driven by factors such as a mobile-first economy, growing Tech hubs, and increasing investment in AI.
AI has the potential to enhance human creativity and productivity; however, it also poses risks to existing industries and jobs through automation and displacement. The key lies in how we choose to develop and deploy this technology- balancing its transformative potential with careful consideration of societal impacts. While opportunities abound, challenges also remain, such as data accessibility, affordability of AI tools, and ethical considerations on data privacy and algorithmic bias.
Africa has the potential to lead in the AI revolution, but it requires investment in AI education, progressive and supportive regulatory frameworks, and collaboration between public and private sectors.
The African Union’ s AI Strategy highlights the continent’ s commitment to laying the necessary foundations to become an integral participant in the further development and use of AI. A quick caveat, however, Communicators treating AI as a " bolt-on " tool will face existential destruction. Those harnessing AI to reimagine value and not replicate the past will define the future of the Communication practice.
George Mlaghui is the Director of Corporate Communication at Telkom Kenya. You can engage him via email at: GMlaghui @ gmail. com.
90 MAL69 / 25 ISSUE