
AI won’t replace market research. But it will expose weak strategy
Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.
AFRICAN ECONOMY
By our African Marketing Confederation News Team | 2026
United Nations predicts that East Africa will show the strongest economic growth this year. North and West Africa to slow slightly.
Economic growth in Africa is expected to reach 4.0% in 2026 and 4.1% in 2027, after 3.5% in 2024 and 3.9% in 2025, according to the ‘World Economic Situation and Prospects 2026’, a newly launched United Nations report.
The main crossing point between Ghana and Côte d’Ivoire. Photo: Franck Kuwonu, UN
However, high debt-servicing costs and food inflation are among the factors that continue to weigh on the prospects for inclusive and sustainable development, the report stresses.
It also highlights trade tensions, global uncertainty and challenges related to AGOA (the African Growth and Opportunity Act, a recently expired US law providing eligible sub-Saharan African countries duty-free access to the American market) and the slow implementation of the AfCFTA (African Continental Free Trade Area).
The report suggests that African growth will remain resilient, despite headwinds such as declining official development assistance, rising trade barriers, and an uncertain global trade and financial environment.
Performance will, however, vary across sub-regions:
Debt and persistent budgetary constraints
The report estimates that Africa’s average public debt-to-GDP ratio will reach 63% in 2025, with interest payments absorbing nearly 15% of public revenue. It notes that a few countries have regained access to international markets through new bond issues.
At the same time, around 40% of African countries remain in a situation of over-indebtedness or are at high risk of becoming so, and several are seeking to restructure under the G20’s common framework.
The report also highlights that limited fiscal space continues to constrain development spending, even as reform and consolidation efforts are progressing in some of the larger economies.
Exposure to global trade tensions remains limited
The report points out that African trade grew in 2025, supported by significant exports of precious metals and agricultural products, as well as increased imports of transport equipment.
It notes that the region’s exposure to global trade tensions remains limited, thanks to the diversification of export partnerships and exemptions from higher US tariffs on key products such as crude oil and gold.
However, the expiry of the African Growth and Opportunity Act and the introduction of new tariff measures pose challenges for some exporters, particularly in the clothing sector. The report also notes that implementing the African Continental Free Trade Area (AfCFTA) has been slow and uneven.
This story was originally published by ‘Africa Renewal’, a digital magazine of by the United Nations. Published here with permission.

Much of the broader conversation around AI in market research assumes conditions that do not consistently exist across many African markets, writes Soyinka Witness.

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