Unlock AI Summit hosted by MTN Converged Solutions – Musa Kalenga on the three key roles of AI

Brand Communication Specialist Musa Kalenga recently spoke at the Unlock AI Summit – hosted by MTN Converged Solutions.

Kalenga is an author, marketer, and entrepreneur who is passionate about using technology to empower the digitally invisible.

He is also the Group Chief Executive Officer at The Brave Group – a full-service agency that is focused on helping brands develop future-fit business strategies for a new digital world.

Kalenga has held many important positions throughout his career, including the Chief Executive Officer at Bridge Labs, a client partner for Facebook Africa, the Group Head for Digital Marketing at Nedbank, and the Head of Brands for the IAB South Africa.

Conference presentation

At the Unlock AI Summit, Kalenga discussed the three key roles he envisions AI playing in our future: creativity, efficiency, and optimisation.

On the topic of creativity, Kalenga explained that while AI will not take over the role played by highly creative people, it helps people who are not naturally creative.

“We see this levelling effect where the least creative writers get the biggest benefit,” said Kulenga.

“But we don’t see any kind of respective benefit to be gained from the people who are already inherently creative.”

When it comes to efficiency, Kulenga said that AI presents an incredible opportunity for businesses.

He cited an example he has encountered where a warehouse with 3,600sqm of machines is run by three people.

“Technology should be a servant, not a master,” said Kulenga.

“The greatest gift technology can give us is time.”

The last benefit of AI that Kulenga covered was optimisation.

“The beauty of AI is you can almost start to see around corners when it comes to future challenges,” said Kulenga.

He cited the example of an aviation company, which has implemented AI-driven predictive maintenance to anticipate engine failures and schedule maintenance proactively.

This approach has reduced downtime significantly, while also extending the lifespan of equipment.

“Artificial Intelligence presents a profound opportunity for humanity to augment our capabilities, solve complex problems, and improve lives,” said Kulenga.

“We must harness AI’s potential responsibly, ensuring that its development aligns with our ethical values and benefits society as a whole.”