One of the biggest challenges for marketers today is balancing AI with human creativity. At the IMC Conference, themed Marketing is Business, we spoke with Dr Gillian Hammah, CMO of Aya Data, a UK and Ghana-based AI consulting firm. Recognised as one of Ghana’s 50 most influential CMOs, Dr Hammah shared practical and strategic insights on how agencies and brands can navigate this fast-changing space.
Here are five key discussion points from our conversation:
- Why agencies must move from hourly billing to value-based pricing in the age of AI.
- The skills marketers need to stay relevant, including prompt engineering and automation.
- How Africa can take ownership by collecting and managing its own datasets.
- Why synthetic data risks misrepresenting African consumers and how to address this issue.
- The cultural and business opportunities AI creates when combined with human insight.
This special episode offers both a reality check and a roadmap for agencies, brands and marketers ready to thrive in the AI era.
Watch our conversation below to make sense of how to balance AI with human creativity:
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Our podcast audio editing and audio production are done by: Maishe Rakgoale.