Africa’s creative boom can be boosted by AI – Expert

Media strategist Olufemi Oguntamu has emphasised that African creatives can use artificial intelligence tools to enhance productivity, reduce costs, and expand their reach beyond local borders.

In an analysis on Wednesday, Oguntamu stressed that AI is rapidly transforming the global creative industry, and African creatives must embrace it to compete on the world stage, highlighting AI’s growing role in music, film, fashion, and content creation.

The global creative sector is already seeing widespread AI adoption. In 2024, 72 per cent of organisations integrated AI into their workflows, up from 55 per cent the previous year. In the design sector, 61 per cent of professionals now rely on AI for brainstorming and prototyping.

For Africa, where creativity has become an economic powerhouse, this shift presents a major opportunity. The continent’s music, film, and fashion industries have gained international recognition, with Afrobeats topping global charts, Nollywood films reaching worldwide audiences, and African fashion making its mark on international runways.

Oguntamu noted that African creatives—especially in Nigeria—have historically achieved global success with limited resources. AI, he said, could significantly boost their output, making high-quality content more accessible and marketable.

While AI can automate processes like video editing, music production, and content generation, Oguntamu stressed that it cannot replace the authenticity and cultural richness that define African creativity.

“The key is to use AI as a collaborator, not a substitute. AI can handle repetitive tasks, suggest fresh ideas, and speed up workflows, but it cannot replicate the emotions and lived experiences that make African creativity unique,” he said.

Drawing parallels with past technological shifts, he recalled how fears that digital music production would replace traditional musicians proved unfounded. Instead, technology democratised music creation, enabling independent artists to produce professional-quality work from home studios. Similarly, digital photography revolutionised visual arts without replacing photographers.

As AI adoption grows, Oguntamu emphasised the need to balance technological innovation with cultural authenticity. African creatives, he said, must ensure that AI enhances their artistic expression rather than dilutes it.

“A filmmaker can use AI to automate tedious editing tasks, freeing up time to focus on storytelling. A fashion designer can generate AI-assisted patterns but still make final decisions on fabrics and aesthetics,” he explained.

He pointed out that Nigerian content creators already have a global platform through social media giants like TikTok and YouTube. AI, he said, could further improve their ability to produce high-quality content efficiently. However, he insisted that the humour, culture, and storytelling that define African content must remain human-driven.

To fully harness AI’s potential, Oguntamu urged industry leaders and policymakers to invest in AI education and training for creatives. He also called for regulatory frameworks to protect intellectual property, ensuring that AI-driven innovations benefit African talent rather than sideline them.

“With the right approach, AI can help Africa’s creatives break global barriers while staying true to the storytelling and artistic spirit that make their work unique,” he concluded.