Companies in the East African nation, Kenya, facing challenges, are turning to Artificial Intelligence technology known as AI to reduce production and advertising costs.
This move is causing concern among artists and advertising agencies, who fear reduced revenue and job losses if AI can take over the jobs they have always done.
Due to the advent of artificial intelligence, Kenyan companies and businesses have been quick to use computer-guided robots for various activities to save time and costs.
Kartasi Products, one of the largest companies based in Nairobi, is among those that embrace AI technology. Instead of relying on outside artists, the company now uses AI to handle book covers, text and layout – cutting design time by two-thirds, from about three months to one.
Allan Omondi is a senior designer at the Kartasi company explains: “….because everything is within your power, so you realize that you have not only saved time but also saved costs because you don’t need to buy any service. So, at this point, you save the costs that we put on the AI, and the result is a complete product.”
David Karega, head of communications company Woodrow as head of East and Southern Africa, says AI is helping companies communicate with their customers.
He explains that: “In AI, organizations, institutions and companies are starting to look at AI in the sense of, “how can it help me at this time, where my budget is reduced, to continue to communicate effectively.” using it to be a creator of value from the perspective of the agency and from the perspective of the client or company.”
The adoption of AI is raising fears among artists and advertising agencies that income and employment will continue to decline.
Simon Mwanzia, head of creative at one such organization, The Arts Group, admits that the trend is cost-effective, although he thinks companies may be more profitable relying on professionals to handle their ads.
He explains further: “All the design work is done within the company, so it means less income for the agency, so there will definitely be an impact. But we don’t expect to see a situation where companies do that because we always emphasize and try to defend that to people who want to focus on their main strength.”
Currently, AI programs used in advertising often create unusual objects and scenes that require many hours of editing.
However, the World Advertising Research Center says that spending in Africa in the advertising sector fell by 11.6 percent last year – a sign that it may increase the use of AI.
