How African marketing strategies are embracing the potential of AI

Already leveraging AI and machine learning to develop products, the Safaricom Chapa Dimba football commercial was a logical next step in the quest to combine human and machine intelligence.

Since then, Kenyan bread brand Supa Loaf attracted consumer interest – and some criticism – when it dropped a visual of one of its bread loaves into an existing AI-generated image, and hoisted it onto a billboard. The ad showed a mother running after her smiling baby, speeding away with a huge loaf of bread.

Some consumers felt the ad looking too unrealistic, while Kenyan photographers and videographers voiced concerns at AI-based campaigns taking work from local industry professionals.

Farmer’s Choice in Kenya, which produces meat products, did much the same thing: repurposing an AI image and just adding a sizzling beef sausage.

Safaricom, meanwhile, has kept raking up wins with a hybrid-collaboration approach, using AI to tweak human photographs for its 2024 corporate calendar to ramp up the ‘wow’ factor.

Egyptian telecoms ad blends imagination with technology

In 2025, telecoms company Orange Egypt released its first AI-enhanced advert, featuring well-known Egyptian actor Karim Abdelaziz.

Driving the narrative that super-fast 5G revolutionises the user experience, the ad merged imagination with technology, injecting Abdelaziz into a series of fun – yet futuristic – Hollywood-style scenarios.

At the southern tip of the continent, South African banking group Absa’s ‘The Story Behind the Numbers’ campaign, released in July 2025, featured an unscripted conversation between a well-known financial journalist and her AI-generated digital twin.

As Absa’s Group Chief Marketing & Corporate Affairs Officer, Sydney Mbhele, observed: The 95-second spot made the point that “technology should serve human purpose” and human beings are “more than data points – they’re people with dreams, challenges, and stories that deserve to be heard”.

What these examples illustrate is how dynamically and enthusiastically African marketers are leaning into AI to enhance their creative outputs.

Find out more about how African marketers are embracing AI in the latest issue (Issue 4 2025) of Strategic Marketing for Africa – the voice of African marketing and the official publication of the African Marketing Confederation (AMC). Read it online here. A Print Edition will be available shortly.