BY MBONO MDLULI
MBABANE – Business people in Eswatini have been encouraged to integrate artificial intelligence (AI) into their businesses to improve productivity and efficiency.
During a workshop held on 20 February 2025 at the Hilton Garden Inn in Mbabane, attendees were informed about the significant role AI could play in enhancing the quality of their products and services. The workshop was organised by Yati Marketing.
Samkeliso Magagula, representing Yati Marketing, expressed the view that AI could simplify trade between businesses and improve overall efficiency. Meanwhile, Bhekiwe Zwane from the Eswatini Industrial Development Company (EIDC) stressed the importance of accessing accurate information to provide high-quality services to customers.
Advantages of AI in Marketing
Experts outlined numerous benefits of using AI in marketing, highlighting its ability to transform business operations. These include:
- Data-Driven Decision Making:
AI can analyse large amounts of customer data quickly, helping businesses identify trends and make informed marketing decisions. - Personalisation at Scale:
AI can customise marketing messages and content for individual customers based on their preferences and behaviour, ensuring a more tailored experience. - Automation of Repetitive Tasks:
Tasks such as scheduling social media posts, email campaigns, and lead scoring can be automated, allowing marketers to focus on strategy and creativity. - Improved Customer Segmentation:
AI can accurately divide customers into segments based on demographics, behaviour, and predicted future actions, enabling more targeted campaigns. - Predictive Analytics:
AI can forecast customer behaviour and market trends, allowing businesses to plan and adjust their strategies in advance. - Enhanced Customer Service:
AI-powered chatbots can provide instant customer support and handle queries 24/7, boosting customer satisfaction. - Content Creation Assistance:
AI tools can help generate ideas, write initial drafts, and optimise content for better engagement. - Real-Time Campaign Optimisation:
AI can monitor campaign performance in real-time and make adjustments to improve return on investment (ROI). - Social Listening and Sentiment Analysis:
AI can track social media conversations to understand customer sentiment and identify potential issues. - Programmatic Advertising:
AI can automate the buying and targeting of advertisements across digital platforms, ensuring businesses reach the right audience.
The Impact of AI on Jobs
While AI promises to improve efficiency, it will also have an impact on the job market. According to sources such as Goldman Sachs and Built In, AI is expected to replace certain jobs but also create new opportunities.Job Losses:
- AI could impact up to 300 million full-time jobs worldwide over the next decade, according to Goldman Sachs.
- Some roles, such as cashiers in retail, are already being replaced by AI-driven systems.
- AI software can handle tasks such as data analysis, scheduling, and customer service.
Job Creation:
- AI is expected to create new roles in areas like AI development, data science, and human-AI collaboration.
- AI can make workers more productive by automating repetitive tasks.
- It can also assist with logistical tasks, such as outreach, planning, and bookings.
Preparing for the Future of AI
To adapt to changes brought about by AI, individuals are advised to upskill and reskill to stay relevant.
- Jobs least likely to be affected by automation include healthcare, education, and creative fields.
- Roles in media, such as advertising, content creation, technical writing, and journalism, may be more vulnerable to AI disruption.
Businesses in Eswatini are encouraged to embrace AI not only to stay competitive but also to unlock its potential for innovation and growth.
