By: Peter Martey AGBEKO
In an era where artificial intelligence (AI) has been crowned king, and tools like ChatGPT and Meta AI are being hailed as the new oracles of knowledge, Esther Amba Numaba Cobbah, President of the Institute of Public Relations (IPR), Ghana, is calling for a grounded, context-aware approach to the digital revolution.
Cobbah, who also serves as a board member of the International Public Relations Association (IPRA) and CEO of Stratcomm Africa, delivered a compelling message that blends insight, realism, and a dose of humour.
Drawing from a viral post she encountered online, she reminded her fellow communicators that while AI is “cool” and immensely powerful, it is not a silver bullet.
“Knowledge is not wisdom,” she said. “Wisdom is the ability to apply knowledge appropriately.”
Her speech, titled “Knowledge and Wisdom in the Digital Era”, challenged the public relations community to reflect critically on how technology is being deployed, especially in the African context.
Cobbah emphasised that while AI can enhance jobs and amplify communications strategies, it is not yet fully attuned to the socio-cultural and linguistic nuances of countries like Ghana.
She asked a series of provocative questions:
Should PR professionals rely on AI for every task? Can AI truly understand our audiences? Is AI ready for the rural Ghanaian context or the low-literate urban populations across West Africa?
Her answer was a thoughtful call to action: PR professionals must innovate, educate, and localise. Tools designed in different socio-cultural environments must be trained with African data, voices, and realities. Cobbah sees this not as a limitation, but a thrilling opportunity: “That is exciting work right there for us,” she said.
She reminded her colleagues that the essence of effective communication lies not just in technological efficiency, but in cultural relevance and emotional intelligence.
The ability to convey messages meaningfully to both the tech-savvy urban dweller and the rural market woman requires more than just digital skill — it demands wisdom.
As Ghana and Africa march into a future increasingly shaped by algorithms, Cobbah’s message rings loud and clear: embrace AI, but lead with wisdom.
