Accra: Mr Joel Nettey, former World President of the International Advertising Association, has urged Ghanaian advertising agencies to embrace artificial intelligence (AI) to enhance creativity, efficiency, and global competitiveness. He highlighted the industry's significant transformation since the advent of digital media, cautioning that agencies which failed to adapt risked being left behind. Mr Nettey made these remarks at the launch of the 18th Gong Gong Awards by the Advertising Association of Ghana (AAG) in Accra.
According to Ghana News Agency, Mr Nettey emphasized the transformative impact of AI tools, which are already altering the speed and cost of creative production. He stated that these tools enable the generation of visual concepts, copy variants, and personalized video content at scale. He further explained that an agency of twenty people equipped with the right AI tools could now produce the output volume of an agency three times its size.
Mr Nettey elaborated on the role of AI-powered analytics in allowing brands to better understand consumer behavior, predict purchase intent, and deliver personalized content. This marks a shift from traditional mass advertising to targeted communication. He stressed that the question for agencies was not whether to adopt these tools but how quickly they could build internal capacity to use them responsibly.
While acknowledging the immense opportunities AI offers, Mr Nettey cautioned that it could not replace human creativity and cultural insight. He emphasized the enduring importance of the human creative and strategist in guiding AI to ensure cultural relevance. Additionally, he pointed to a growing skills gap in the industry, calling for investment in data analytics, performance marketing, and AI-assisted production.
Mr Nettey also urged African technologists and advertisers to develop AI applications that reflect local languages, idioms, and cultural contexts. He highlighted the competitive opportunity for Africa in developing AI tools that understand and resonate with African consumers.
Regarding the Gong Gong Awards, Mr Nettey noted that the event provides agencies with a platform to tell Ghana's advertising story to the world. He encouraged participants to aim beyond local recognition and produce work that could compete globally. Dr Linda Narh, Chairperson of the Gong Gong Awards Board, announced the expansion of this year's edition to reflect emerging trends, including digital innovation and AI. The awards will feature 24 categories, with a new 'Young Creatives of the Year' category introduced to nurture emerging talent.
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, stated that the Gong Gong Awards remain the industry's flagship platform for celebrating excellence and driving professional standards. He expressed expectations for increased participation and innovation in this year's awards, themed 'The Creative Convergence: AI and Human Craft in Advertising.'