Artificial intelligence (AI) is rapidly transforming the advertising landscape in Rwanda, offering businesses new opportunities to reach and engage with their target audience. AI-powered tools and platforms are being used to analyze consumer data, create targeted campaigns, and optimize ad placements.
This data-driven approach has led to increased efficiency and effectiveness in advertising, allowing businesses to achieve better results with their marketing efforts.
Dr. Maurice Balu, Business Head of QUAKE Brandfix, a thriving Marketing Agency, highlights the transformative potential of AI in advertising. “AI has the power to revolutionize the way businesses engage with their customers,” he says. “By using AI-powered tools, companies can create more relevant and effective advertising campaigns that resonate with their target audience.”
Jeannette Uwase, Head of Marketing at INYANGE Industries, echoes this sentiment. “AI has been instrumental in helping us optimize our advertising efforts,” she explains. “We use AI-powered analytics to identify our target audience, personalize our messaging, and measure the effectiveness of our campaigns.”
Opportunities and challenges in the AI era
While AI offers numerous benefits, it also presents challenges. One of the main concerns is the potential for job displacement as AI-powered tools automate tasks traditionally performed by humans. Globally, estimates suggest AI may replace 300 million jobs, representing 9.1% of all jobs worldwide.
The World Economic Forum’s 2025 Future of Jobs report indicates that 41% of employers worldwide intend to reduce their workforce due to AI in the next five years. However, experts believe that AI will also create new opportunities in the advertising industry, such as roles in data analysis, AI development, and ethical AI governance.
In terms of content creation, AI’s capabilities are expanding rapidly. A recent study revealed that 74% of newly created web pages in April 2025 include AI-generated content, with 71.7% being a blend of human and AI input. Furthermore, 71% of social media images are now AI-generated. While this boosts efficiency, it also raises concerns about over-reliance on machines, potentially weakening human skills like critical thinking and authenticity.
The rise of deepfakes, AI-generated fake content, poses a significant threat. Projections suggest up to 8 million deepfake videos may be circulating by 2025, a dramatic increase from 500,000 in 2023. Deepfake fraud attempts surged by 3,000% in 2023, costing businesses nearly $500,000 on average in 2024. This makes it increasingly difficult for individuals to discern truth from falsehood.
Bias and discrimination are also concerns, as AI systems learn from data that may contain existing biases. For instance, facial recognition systems have shown a 34.7% error rate for dark-skinned women compared to 0.8% for light-skinned men.
Privacy invasion is another critical issue. Platforms rely on vast amounts of personal data to tailor content. A global consumer survey in 2023 found that 57% of consumers view AI’s use in collecting and processing personal data as a significant threat to their privacy. This level of personalization in journalism, where readers are shown news based on their preferences and history, leads to concerns about individuals’ awareness of how their data is used.
The rapid advancements of AI also bring ethical and security questions. The integration of AI in sensitive fields like healthcare raises questions about moral accountability for harmful decisions. Additionally, AI tools can be leveraged in cybercrimes, enabling hackers to breach systems faster than humans. Phishing email volume, for example, has skyrocketed 4,151% since the release of large language models like ChatGPT.
As AI continues to evolve, its impact on the advertising industry in Rwanda will only grow. Businesses that embrace AI and leverage its capabilities will be well-positioned to succeed in the digital age, provided that ethical guidelines and accountability are established to mitigate its negative impacts.
