CIMG Vice President Calls for Trust in Digital Transformation Era
By Maame Efua Kwaduah
The National Vice President of the Chartered Institute of Marketing Ghana, Ama Amoah, has called on businesses and marketing professionals to prioritise trust, empathy and responsible digital practices as artificial intelligence and automation continue to reshape consumer engagement.
Speaking at the MTN Ghana Digital Transformation Conference 2026 in Accra, Ama Amoah said the rapid growth of digital technologies, including AI, automation and advanced analytics, is transforming the marketing landscape and changing the relationship between brands and consumers.
According to her, although digital tools have increased connectivity and reduced barriers between businesses and customers, they have also created a growing sense of distance and mistrust among consumers.
She noted that modern consumers are increasingly connected, vocal and cautious, making trust a critical factor in business growth and customer retention.
Ama Amoah stressed that digital transformation alone is no longer enough to guarantee competitive advantage, explaining that while many companies can invest in software and AI systems, the real differentiator lies in building credible and trustworthy brands.
She stated that in today’s digital environment, technology may attract customers initially, but trust remains the key to sustaining long-term relationships and customer loyalty.
The CIM Ghana Vice President warned that trust is under significant pressure due to the increasing cases of digital fraud, data breaches, misinformation, AI-generated fake content and growing consumer fatigue caused by excessive automated communication.
Referencing Ghana’s growing mobile money ecosystem, she said while digital financial services have expanded financial inclusion for millions of people, they have also contributed to the rise in mobile money fraud, creating anxiety among users.
She explained that trust in the Ghanaian context is deeply relational and goes beyond digital policies or terms and conditions published online.
According to her, consumers want assurance that there are real people behind digital platforms who are willing to respond and provide support when problems arise.
Ama Amoah urged businesses to balance technological innovation with empathy and accountability by ensuring clear communication, responsible data usage and accessible customer support systems.
She further encouraged organisations to adopt human-centred digital strategies that place people at the core of innovation rather than relying solely on automation.
She also called on companies to critically assess the ethical implications of artificial intelligence and ensure that digital tools are implemented responsibly.
The marketing expert emphasised that automation should not replace emotional connection, noting that consumers may forget technical features of digital platforms but will always remember how brands treated them during moments of need.
She challenged businesses to evaluate whether their customers trust their digital systems, whether data is being collected responsibly and whether consumers can easily access human support when necessary.
Ama Amoah concluded that organisations that successfully combine technology with trust, empathy and transparency would not only survive the era of digital acceleration but emerge as leaders in the evolving digital economy.
