Data Analytics Consultant at Deloitte, Richard Quainoo, has called for innovation and ethical adoption of Artificial Intelligence in Ghana’s broadcasting landscape, else players risk being left out of emerging technologies.

According to him, the fundamentals of Artificial Intelligence and the technologies derived from it including machine learning, generative AI, and recommendation systems, are evolving rapidly

He disclosed this at the Afrika Radio Business Mixer organised by Afrimass Network as part of the celebration of World Radio Day.

The event convened prominent media figures including Gilbert Abeiku Aggrey, Kafui Dey, and media consultant Bright Ladzekpo, who shared insights on innovation and the future of radio.

He highlighted how the rise of the internet, websites, and social media platforms has significantly diverted advertising revenue away from traditional radio. While advertising remains radio’s primary source of revenue, AI is redefining how that revenue can be optimised.

According to him, AI enables targeted advertising through audience data analysis, programmatic ad buying, enhanced audience analytics and personalized listener experiences via recommendation engines

He noted that AI is already being used internationally to generate news bulletins and power AI-driven DJs. However, in Ghana, AI adoption within radio remains at an early stage, largely limited to script assistance and proofreading..

Ethical Concerns and Industry Challenges

Mr. Quainoo also addressed pressing concerns surrounding AI adoption in media, including:

• Deepfake technology and misinformation
• Cybersecurity threats
• Data privacy risks and the importance of GDPR compliance
• Bias in AI systems
• The fear of job displacement

He emphasised that AI should not be viewed as competition to human professionals but as a tool developed to solve problems and enhance human productivity.

“Rather than fear AI, media professionals must upskill and equip themselves to use it effectively and ethically,” he stated.

He further stressed that transparency in AI usage, rigorous human review of AI-generated content, and strong data governance frameworks are essential to maintaining public trust and journalistic integrity.

Supporting Organizations Through AI Transformation

Mr. Quainoo also outlined Deloitte’s role in supporting organisations seeking to adopt AI responsibly.

He noted that Deloitte provides services including AI strategy development, AI and data analytics solutions, capacity-building training, cybersecurity advisory, and data privacy and cloud infrastructure security.

He concluded by urging the radio industry to embrace innovation while maintaining ethical standards, warning that failure to adapt in the digital era could render traditional broadcasting less relevant.