The domestication of AI by Kenyan digital creators: This note documents the use of AI by digital creators in Kenya, using the lens of domestication theory

Abstract

This note explores the adoption and use of artificial intelligence (AI) in Kenya's digital creative sectors. Guided by a lens of domestication theory, and informed by interviews with 21 practitioners, the study documents ways in which AI is transforming traditional workflows, job roles, and skill requirements, enabling increased efficiency, automation, and creativity possibilities. Digital marketers leverage AI-powered analytics tools for data-driven insights and personalized marketing campaigns. Coders utilize AI algorithms to optimize code development, enhance software testing, and streamline debugging processes. Graphic designers incorporate AI tools for image recognition, automated design generation, and enhanced visual effects. Ghostwriters embrace AI-based writing assistants for generating content, improving productivity, and meeting client demands. Importantly, the study identifies concerns among professionals regarding job security, ethical implications, and the need for upskilling to effectively collaborate with AI technologies.