Gov't urges businesses to embrace AI responsibly, protect consumer data

As artificial intelligence continues to reshape the marketing industry, the government has challenged businesses to embrace the technology responsibly while strengthening the protection of consumer data.

Speaking during the 2026 Marketing Society of Kenya (MSK) Marketers Summit in Nairobi, Broadcasting and Telecommunications Principal Secretary Stephen Isaboke said data has become one of the most valuable assets for organisations, warning that its misuse is equivalent to stealing someone's property.

"Data is now so valuable. If anyone else came and just took our data, and when they commercialised it, or started using it to inform decisions, they've literally come and stolen your stock. They've literally come and stolen your property," he said.

Isaboke noted that data is increasingly shaping decision-making across sectors such as agriculture, healthcare and commerce, making it critical for organisations to uphold data protection standards.

"That's why, for example, the country put the Office of Data Protection," he said.

The PS urged marketers to move beyond using artificial intelligence to automate routine tasks, saying the technology presents an opportunity to develop practical solutions that improve customer experiences and service delivery.

"If you use that properly, and start applying it in your own space, and also applying it in solutions... you are actually making a contribution to the AI era, which is really about using data to solve issues and eventually deliver solutions," he said.

The summit, themed 'The Intelligent Marketer: The Changing Role of Marketing in the AI Era,' brought together marketers, innovators and business leaders to examine how artificial intelligence is changing the profession and shaping Kenya's digital economy.

Marketing Society of Kenya Chairperson Zuhura Odhiambo said AI is already transforming how businesses interact with consumers and create value, making it impossible for marketers to ignore the technology.

"The theme this year could not be timelier. AI is no longer a concept of the future; it is transforming how we understand consumers, build brands, deliver customer experiences and create business value," she said.

Despite the rapid adoption of AI, Odhiambo said the essence of marketing remains unchanged, with consumer needs continuing to guide business strategies.

"The fundamentals remain. You're still about the consumer, consumer preferences, consumer psychometrics and consumer behaviour, but consumer behaviour is now tracked, documented and obviously trended," she said.

The discussions come as Kenya advances its digital transformation agenda, with artificial intelligence and data governance expected to play an increasingly significant role in improving competitiveness, innovation and economic growth.