Analysts say firms can use AI for marketing, customer tracking and automation as job seekers adapt to CV-screening software
This article was originally published by The High Street Journal.
Ghana’s vision to transform into West Africa’s premier “Data Coast” depends on the practical integration of Artificial Intelligence (AI) within small businesses and the workforce.
During a recent The High Street Journal X Space discussion, industry analysts, including technology blogger Mac-Jordan Elikem Degadjor and Dr. Eugene Frimpong, highlighted that the nation’s digital footprint must now evolve into tangible economic gains. Consequently, the focus is shifting from building infrastructure to applying AI in everyday commerce and productivity.
Reshaping Recruitment and Job Seeking
AI is already fundamentally changing how companies hire. Many businesses now use Automated Tracking Systems (ATS) to screen CVs before a human ever reviews them. This shift means that even highly qualified applicants can be overlooked if their resumes lack specific keywords.
To remain competitive, job seekers must tailor their CVs to match job descriptions precisely. Furthermore, candidates can leverage AI tools for interview preparation. For instance, using AI to role-play and time self-introductions—such as a concise 15-second pitch—can prevent early screening out during the hiring process.
SMEs: Scaling with Intelligent Automation
For Ghana’s small and informal businesses, AI offers a way to scale without heavy capital investment. Small firms can use these tools to automate scheduling and customer engagement. For example, a service-based business like a mechanic shop can utilize AI to handle bookings and follow-ups. This allows owners to focus on their core technical work.
Additionally, AI-powered analytics help small businesses track customer behavior online. By understanding how long potential buyers spend on an advert, firms can predict return visitors and improve retention. These tools reduce the cost of marketing by eliminating trial-and-error decisions.
From Resource Export to Digital Hub
The “Data Coast” concept is ultimately about turning data into productivity and exportable services. National competitiveness relies on bridging the gap between data generation and real-world economic application. By adopting AI for marketing and operations, entrepreneurs with limited budgets can significantly enhance their productivity. Repositioning Ghana as a digital hub requires this widespread adoption across the SME level to ensure long-term success.
Article Summary
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Practical AI Integration: Experts emphasize that Ghana’s “Data Coast” goals require SMEs to move beyond data collection toward active AI application in marketing and operations.
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Hiring Evolution: The rise of Automated Tracking Systems (ATS) requires job seekers to use AI for CV optimization and interview readiness to avoid being screened out by algorithms.
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Low-Cost Scaling: AI serves as a cost-effective “force multiplier” for small businesses, enabling automated customer tracking and smarter marketing decisions without massive investment.
