Marketing in the Age of Artificial Intelligence in Africa: Analyzing M-Pesa's Digital Strategy

Artificial intelligence is redefining marketing globally, and M-Pesa’s evolution exemplifies its African trajectory. Through personalisation, predictive analytics, and fraud prevention, M-Pesa has demonstrated how AI can simultaneously strengthen consumer engagement and advance financial inclusion. However, the case also underscores critical governance challenges around privacy, transparency, and bias.As AI adoption accelerates, Africa’s distinctive mobile-first pathway offers both opportunities and risks. Success will depend on firms’ ability to adapt global best practices to local contexts, and on policymakers’ commitment to inclusive, ethical regulation. M-Pesa’s experience thus provides a valuable blueprint for companies and regulators navigating the intersection of marketing, technology, and social transformation in Africa.