The Principal Secretary for Broadcasting and Telecommunications, Stephen Isaboke, has called on advertisers to apply artificial intelligence (AI) with care, emphasizing that the increasing worth of customer information demands enhanced security measures as the tech transforms the advertising field.
As the main speaker at the 2026 Marketing Society of Kenya (MSK) Marketers Summit held in Nairobi, Isaboke stated that data has emerged as a key resource able to foster creativity, guide company choices, and enhance customer support.
He cautioned against the improper use of customer information, stating that it ought to be regarded as significant assets.
"Data has become extremely valuable. If someone else were to take our data and then monetize it, or begin using it to make decisions, they would essentially be stealing your shares. They'd be taking your assets," he stated.
The head of administration stated that data is becoming more influential in decision-making processes within various fields such as farming, medical services, and trade, highlighting the importance of protecting individual details.
"Which is why, for instance, the nation established the Office of Data Protection," he stated.
Isaboke urged marketing professionals to utilize artificial intelligence along with consumer data to create innovations that enhance service provision and user satisfaction, emphasizing that technology ought to address genuine issues instead of just streamlining operations.
"if you utilize it correctly and begin implementing it within your own environment, as well as incorporating it into various solutions… you're genuinely contributing to the AI age, which fundamentally involves leveraging data to address challenges and ultimately provide resolutions," he mentioned.
The conference, which took place with the topic "The Smart Marketer: The Evolving Function of Marketing in the Age of Artificial Intelligence," gathered marketing professionals, creators, and corporate executives to explore how artificial intelligence is influencing the field.
Chairperson of the Marketing Society of Kenya, Zuhura Odhiambo, addressing attendees at the 2026 Marketing Society of Kenya (MSK) Marketers Summit held in Nairobi.
The chairperson of the Marketing Society of Kenya, Zuhura Odhiambo, stated that artificial intelligence is now more than just a futuristic idea; it has become an essential instrument shaping how companies comprehend their customers, develop branding strategies, and generate worth.
"This year’s theme, The Intelligent Marketer: The Changing Role of Marketing in the AI Era, couldn’t come at a more relevant time. Artificial intelligence is no longer just a futuristic idea; it is reshaping our understanding of customers, developing brand identities, enhancing user interactions, and generating commercial worth," she stated.
Odhiambo stated that even though artificial intelligence is transforming the marketing field, the fundamental concepts of the profession continue to focus on comprehending customers.
"The basics haven't changed. You're still focused on the customer, their tastes, psychological profiles, and buying habits, but nowadays these aspects are monitored, recorded, and clearly analyzed for trends," she stated.