Ghana’s ambition to become West Africa’s next “data coast” will only translate into economic gains if small businesses and workers begin using artificial intelligence tools in practical ways, speakers on The High Street Journal’s X Space discussion said.
In a conversation with Mac-Jordan Elikem Degadjor, and Dr. Eugene Frimpong, they indicated that Ghana is building a growing digital footprint, and the next phase must focus on applying AI to everyday commerce, hiring, and productivity.
Degadjor said AI is already reshaping recruitment, with many companies using automated tracking systems to screen CVs before a human ever reviews them, a shift he warned is leaving qualified applicants overlooked.
“A lot of businesses are invested in what we call ATS, automated tracking systems,” one Degadjor said, describing software that scans CVs for specific keywords and experience aligned with job descriptions.
Job seekers have been urged to improve their chances by tailoring their CVs to the job description, ensuring the same keywords used in the listing appear in their resumes. Candidates can use AI tools to prepare for interviews through role-play and timed self-introductions.
“Tell me about yourself could be a 15-second pitch,” Degadjor said, arguing that candidates who fail to clearly summarize their skills and value quickly are often screened out.
The discussion also focused on how Ghana’s small and informal businesses, many of which rely on social media and direct customer relationships, can use AI to scale without heavy capital investment.
Degadjor said small firms can use AI to automate scheduling and customer engagement, citing examples from service-based businesses such as mechanic shops, where AI tools can handle meeting bookings and customer follow-ups while owners focus on core work.
He also said AI can help businesses track customer behavior online, including how long potential buyers spend on a website or advert, and predict which visitors are most likely to return and purchase.
“You’ll be able to build a system whereby you can track all your customers,” he said, describing tools that can help firms identify repeat buyers and improve retention.
Co-Panelist Dr. Eugene Frimpong agreed on AI-powered analytics being able to help small businesses measure the performance of digital adverts and improve marketing decisions, reducing the cost of trial-and-error promotion.
Together, they framed the conversation as part of a broader push to reposition Ghana from a resource-export economy into a digital hub, arguing that national competitiveness in AI will depend not only on data infrastructure but also on widespread adoption across businesses.
From the discussions, the two-man panellists noted that there are thousands of ways for small businesses to utilize AI for their advantage, pointing to marketing as a key entry point for entrepreneurs with limited budgets.
The “data coast” concept, according to Dr. Eugene Frimpong, is ultimately about turning data into productivity and exportable services, and Ghana must bridge the gap between growing data generation and real economic application, especially at the SME level.
