Dr. Kasser Tee
National President of the Chartered Institute of Marketing Ghana (CIMG), Dr. Kasser Tee, has emphasised the critical role of artificial intelligence (AI) in modern marketing.
In his address at the 35th CIMG Annual National Marketing Performance Awards, themed, “Harnessing the Power of AI as a Transformative Tool for Marketers,” Dr. Tee underscored the urgency and relevance of AI in today’s rapidly evolving digital landscape.
He noted that AI is not just a passing trend as it represents a paradigm shift that requires marketers and business leaders to engage actively and strategically.
“AI empowers us to better understand our customers, personalise their experiences, and anticipate their needs with unprecedented speed and accuracy,” Dr. Tee stated.
He highlighted that this transformative tool enhances efficiency, creativity, and decision-making processes in marketing.
Dr. Tee pointed out that AI is reshaping industries and redefining marketing practices, moving from science fiction to a present-day reality that influences every facet of business.
He called on businesses to explore the potential of AI, which offers significant benefits for those willing to embrace it.
Citing a 2017 PWC report, he estimated that AI could contribute up to $15.7 trillion to the global economy by 2030, with marketing being a major beneficiary.
Additionally, a McKinsey study indicated that organisations adopting AI in marketing have experienced a 15% increase in customer satisfaction and a 20% reduction in marketing costs.
As a catalyst for data-driven marketing, Dr. Tee explained how AI helps analyse customer behaviors by integrating data from various sources, such as social media and CRM systems, to create detailed customer profiles.
This allows marketers to tailor strategies that resonate with individual preferences.
In today’s connected world, Dr. Kasser Tee emphasised that Customer Experience (CX) is the new battleground for competitive advantage. He noted that AI enables marketers to revolutionise CX through automated interactions, personalized content, and seamless omnichannel experiences.
Dr. Kasser Tee stressed the importance of predictive analytics in forecasting trends and customer needs, allowing marketers to adapt strategies in real time.
However, he cautioned that with great power comes greater responsibility. “As we harness the capabilities of AI, we must remain vigilant about ethical implications,” Dr. Tee remarked.
He urged marketers to uphold high standards of integrity and transparency, leveraging AI not just for profit but to create value for customers and society at large.
At the 35th CIMG awards, over 54 marketers and organizers were honoured on the night. Among the awardees David Eduaful, Managing Director, Labadi Beach Hotel, and Nana Akua Mensa-Bonsu, Managing Director, Primetime Limited were awarded the CIMG Marketing Man and Woman of the Year respectively.
By Prince Fiifi Yorke