Between bytes and brains: Esther Cobbah urges PR professionals to marry AI with African wisdom

A recent speech highlighted the role of AI in communication. The speaker, drawing from a viral post, reminded communicators that AI is not a silver bullet.

“Knowledge is not wisdom,” she stated. “Wisdom is applying knowledge appropriately.” Her talk was titled “Knowledge and Wisdom in the Digital Era.”

She urged the public relations community to reflect on technology use, especially in Africa. Cobbah noted that while AI can enhance jobs, it struggles with local nuances.

She posed several questions:
- Should PR professionals rely on AI for every task?
- Can AI truly understand our audiences?
- Is AI ready for rural Ghana or low-literate urban areas?

Her response called for action: PR professionals must innovate, educate, and localize. Tools designed elsewhere need training with African data and voices. Cobbah views this as an exciting opportunity.

She emphasized that effective communication goes beyond technology. It requires cultural relevance and emotional intelligence. Conveying messages meaningfully demands wisdom.

As Ghana and Africa embrace algorithms, her message is clear: embrace AI but lead with wisdom.