By Jones Gadama
Government and marketing experts are urging African countries to lean into digital marketing and artificial intelligence as key drivers for industrial growth, export expansion and deeper regional integration.
Speaking at the 2026 Regional Winter School for Marketing Associations in Lilongwe, Secretary for Industrialisation, Business, Trade and Tourism Bright Molande said technology adoption can no longer be treated as optional.
He argued that Malawi and its neighbors must modernize marketing approaches and work more closely to tap into shared economic opportunities.
Molande told delegates from Malawi, Zambia, Zimbabwe and Ghana that traditional marketing models are being outpaced by digital platforms.
He pointed to the African Continental Free Trade Area as a gateway for intra-African commerce, but said countries need stronger brands and digital skills to compete effectively.
“Malawi remains committed to building a productive and export-oriented economy through strong brands, innovation and digital marketing skills,” he said.
The four-day winter school was organized under the theme “Marketing in the Digital AI Era” following consultations between marketing bodies in the participating countries. Institute of Marketers in Malawi President George Damson said the forum was created to give professionals practical tools to improve productivity and decision-making in a fast-changing market.
AI specialist Gillian Hannah led a session on digital transformation, encouraging firms to integrate AI into daily operations. She stressed that strategic use of AI can streamline processes, reduce costs and give businesses better insights for planning.
The message resonated with marketers who are grappling with how to reach customers more efficiently across borders.
Damson added that the initiative was not just about training, but about building a network of professionals who can exchange ideas and support regional economic growth. Delegates discussed how digital strategies can help small and medium enterprises export more, attract investment, and position African products competitively.
Government officials said the timing is critical as Malawi pushes to diversify exports and reduce overreliance on tobacco.
By equipping marketers with modern tools, authorities hope to boost value addition and make “Made in Malawi” brands more visible in regional and global markets.
The Winter School closed with calls for continued collaboration between the public sector, private firms and professional bodies to ensure digital innovation translates into real trade gains.
