Ethical innovation and rise of artificial intelligence brands

We have all seen the rise of artificial intelligence (AI) in marketing, marvelling at its ability to boost efficiency and predict consumer behaviour.

However, the real revolution lies in what AI will do to brands themselves. Kenyans, known for our curiosity for technology, are uniquely positioned to not only consider this shift, but possibly even drive it.

Imagine a future where brands are largely run by AI, handling marketing, product development, and customer service. This isn’t science fiction, it’s a plausible scenario that demands our attention. Kenyan CEOs are already showing a significant level of trust in AI, positioning them as early adopters on a global scale.

According to PwC’s 2025 Kenya CEO Survey, a remarkable 50 percent of Kenyan CEOs personally trust having AI embedded into key processes within their companies.

This contrasts sharply with their counterparts in East Africa (42 percent) and globally (33 percent), highlighting a unique readiness and openness to AI adoption within Kenyan businesses.

This willingness to embrace AI sets the stage for Kenya to potentially lead the way in innovative AI-driven business models.

Kenya’s recently released National AI Strategy recognises this potential, aiming to position the country as a leader in AI innovation. As the strategy emphasises, AI can drive economic growth, enhance public services, and promote inclusive and sustainable development. The potential benefits are clear.

AI brands could be incredibly responsive, adapting in real-time based on data. They could offer personalised experiences and operate with efficiency. For example, an AI-powered brand could analyse Nairobi traffic to optimise deliveries or personalise mobile banking based on spending habits.

However, this new world isn’t without perils. Ethical and moral complexities loom. Transparency, trust, and data management are paramount.

As Elijah Clarke, a renowned Forbes Magazine contributor on AI, notes, “AI marketing...presents ethical and legal challenges related to data privacy, algorithmic bias, and consumer manipulation.” So, if an AI brand was to go rogue, who will be held accountable?

Could we see “bad” brands develop, driven by AI’s market analysis? Could these brands perpetuate social evils? Imagine an AI brand targeting vulnerable Kenyans with predatory loans or perpetuating gender or ethnic stereotypes in its marketing.

To mitigate these risks, we need ethical guidelines. The Kenya AI Strategy, for instance, emphasises the importance of ethical AI development and deployment, calling for the establishment of local ethical and safety standards.

As the strategy notes, it’s crucial to balance innovation with necessary safeguards to prevent the exploitative use of AI technologies and ensure that their benefits are equitably distributed across Kenyan society. The strategy also prioritises data sovereignty and ethical AI practices.

To ensure these safeguards are effective, transparency is key: consumers need to understand how AI is used and opt out if they choose. Accountability is essential: if an AI brand causes harm, there must be a way to hold responsible parties accountable.

The rise of AI brands presents both opportunities and risks. As we move closer to this reality, we must engage in serious conversation and develop safeguards.

The future of brand communications in Kenya may well depend on it. Will we seize the opportunities while mitigating the risks, ensuring that AI brands contribute to a more equitable and prosperous future for all Kenyans, as envisioned by the National AI Strategy?

The writer is a Managing Partner at Ogilvy Africa