In July 2023, Kasi Insight conducted a comprehensive AI Perceptions and Adoption Survey, diving into various aspects of Artificial Intelligence (AI). The primary aim of the survey was to assess familiarity levels, utilization patterns, the impact of AI, and adoption challenges across 20 African markets.
In the Ghanaian context, the survey revealed diverse levels of familiarity with Artificial Intelligence (AI) among respondents. Overall, 35% of participants in Ghana consider themselves somewhat familiar with AI, 17% claim to be very familiar with AI, while 32% admit to not being familiar with it. Additionally, 16% state that they had never heard of AI before the survey.
Examining gender differences in Ghana, 43% of Ghanaian males express a higher level of familiarity with AI compared to 27% of females. Conversely, 38% of Ghanaian females admit to not being familiar with AI, surpassing the 26% of males in this category. When exploring age groups in Ghana, 40% of Ghanaian Millennials report being somewhat familiar with AI, whereas only 27% of Gen Z in Ghana claim the same level of familiarity. In contrast, 51% of Ghanaian Gen Z respondents admit to not being familiar with AI, which is higher than the 26% reported by Ghanaian Millennials.
Education takes the lead in AI impact
Regarding AI's potential contribution to their country's economic growth and development, 52% of surveyed participants expressed agreement, 44% remained neutral, and a smaller percentage of 5% disagreed, reflecting a generally positive sentiment towards the role of Artificial Intelligence in fostering economic advancement. Analyzing the perceived impact areas of AI reveals intriguing distinctions in priorities among respondents. Education consistently emerges as the foremost area of influence across all demographic groups, underscoring its overarching importance.
However, when examining gender-specific preferences, a shift becomes apparent. Both males and females prioritize education, but the order differs for healthcare and agriculture. Males prioritize healthcare over agriculture, while females favor agriculture. This discrepancy suggests nuanced perspectives on AI's societal role in these critical sectors. Millennials align with the general trend, placing education first, followed by agriculture, financial services, healthcare, and transportation and logistics. Interestingly, Gen Z introduces a distinctive perspective by ranking transportation and logistics higher than financial services. This nuanced prioritization implies a unique outlook on AI's impact across diverse domains, highlighting the complexity and diversity of societal viewpoints on its influence in specific areas.
Brands can seize the opportunity to capitalize on positive AI sentiment and contribute responsibly to Ghana's AI development by aligning initiatives with diverse perspectives
Given the consistent prioritization of education across demographic groups, brands can seize opportunities to support educational initiatives that incorporate AI. This could involve partnering with educational institutions, developing AI-focused educational content, or sponsoring programs that enhance AI literacy. Acknowledging the gender differences in familiarity and preferences for AI applications, brands can adopt more inclusive marketing strategies. This might involve showcasing diverse use cases of AI in sectors like healthcare and agriculture, appealing to both male and female audiences.
Recognizing the distinct perspectives of Millennials and Gen Z, brands should tailor their communication strategies to resonate with each generation. For example, emphasizing the role of AI in transportation and logistics might be more effective in reaching Gen Z, while emphasizing broader societal impacts may resonate more with Millennials. Moreover, building on the positive sentiment toward AI's role in economic growth, brands can craft narratives that highlight their contributions to the economic development of Ghana through AI-driven innovations. This could be particularly compelling for brands looking to position themselves as partners in the country's progress.
Contact our team today to explore how our consumer intelligence can empower your decision-making process. Win with confidence with Kasi insights: https://www.kasiinsight.com/thehub
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