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REPORT

How African Marketers Use AI in 2025

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Discover how African marketers are adopting AI, where they struggle, and what leaders can do to unlock real impact across teams and industries.

How is AI changing marketing in Africa?

We surveyed 100+ marketers across Africa to uncover how they use AI, what slows them down, and why structured support is the missing piece.

What’s inside

  • Adoption trends across Nigeria, Zambia, and beyond

  • Top AI tools in use: ChatGPT, Gemini, Claude, and more

  • Biggest use cases, from content to analytics

  • Where skills and training fall short

  • Strategic opportunities for CMOs and trainers

Key figures and findings

Here’s what our survey of 100+ African marketers revealed:

  • 95% use ChatGPT, making it the dominant tool

  • 71% said AI is already part of their team workflow

  • 41% save 4–6 hours weekly with AI

  • 46% feel least confident in technical SEO

  • Only 26% received formal AI training

The data shows both strong adoption and clear gaps.

Who should read this?

  • CMOs looking to guide team adoption

  • Marketing managers seeking efficiency and structure

  • Trainers and educators building relevant AI programs

  • Junior and mid-level marketers eager to upskill

This report is a roadmap for anyone shaping the future of African marketing.

This report is for you if you’ve ever asked:

  • How much time can AI really save?

  • What tools are African marketers using most?

  • Why do skill gaps still hold teams back?

  • How can leaders build structured AI adoption?

About Column

Column helps leaders shape public opinion through content and research.