South African organisations are accelerating their adoption of artificial intelligence, but many are overlooking the single factor that could derail efficiency gains, expose them to regulatory scrutiny and damage brand trust, says Alkemi Collective CEO Bradly Howland.
He argues that ethical AI is no longer a marketing conversation, but a core business governance issue that belongs on leadership agendas alongside compliance, cybersecurity and reputational risk.
“AI is now integrated across customer service, fraud detection, recruitment, content creation, and decision support systems. Yet the governance frameworks around how these tools are designed, trained, and deployed remain worryingly thin,” he says. “Companies are moving faster than their risk controls, which is a red flag for any board.”
Fraud detection tools
Recent investigations into bias within fraud detection tools used by medical schemes have highlighted how untested or unbalanced datasets can result in discriminatory outcomes, operational failures and significant reputational exposure.
“These are not theoretical risks. When an algorithm misclassifies, the consequences are felt by real people and the financial and reputational fallout lands with the organisation, not the software provider,” Howland adds. “You cannot outsource accountability to a machine.”
He believes the challenge for South African businesses is twofold. First, the country’s social and economic complexity makes biased automation particularly dangerous. Second, the rapid global push towards AI regulation means organisations without proper governance will soon find themselves out of step with emerging compliance standards.
“South Africa cannot afford a trust deficit in technology. If consumers or stakeholders believe AI reinforces old inequalities or operates opaquely, the damage will be lasting. Ethical AI is not a moral accessory; it is a business continuity requirement.”
A framework for responsible AI in South African organisations
Howland argues that businesses should urgently strengthen four areas of governance if they want to protect long-term value and maintain stakeholder trust:
Transparency
AI-generated or AI-assisted outputs should be clearly disclosed to internal and external stakeholders. Transparent communication reduces reputational risk and aligns with emerging global standards.
Data and bias auditing
AI systems must be trained and tested on data that reflects South Africa’s racial, linguistic, and geographic diversity. Regular audits should be mandatory to ensure models do not reinforce historical inequalities or embed unfair decision-making.
Human oversight
Human decision makers must remain ultimately accountable. All AI-supported actions, from content production to risk scoring, should be vetted for accuracy, cultural alignment, and compliance with ethical and legal frameworks.
Skills development
Teams need deeper fluency in both the capabilities and the limitations of AI. Without upskilling, organisations risk misusing tools, misunderstanding outputs, and missing early warning signs of algorithmic failure.
“AI can transform how businesses operate, but only the organisations that prioritise governance, clarity and trust will see sustainable value,” says Howland. “At Alkemi, we work with clients to interpret and oversee their AI use, shape ethical communication frameworks, and guide responsible adoption. Our focus is on helping businesses set the right guardrails and communicate transparently so that stakeholders understand, trust, and support the role AI plays in their operations.”
Why this matters for business media audiences
According to Howland, the organisations that treat AI governance as a strategic business issue now will be the ones that gain a competitive advantage as regulation catches up.
“Boards want clarity, executives want capability, and consumers want trust,” he says. “The communications industry has a critical role to play in helping companies navigate this new frontier with intelligence, responsibility, and transparency.”
He adds that as South Africa’s economy becomes more digitally dependent, ethical AI will influence capital decisions, brand reputation, regulatory compliance, and customer loyalty.
“AI is a business tool with ethical consequences. If we do not address the governance gap, the cost will be measured not only in failed campaigns, but in damaged brands, unnecessary litigation,and eroded public trust.”
Alkemi Collective is a Cape Town based communications and marketing agency. For more information, visit Alkemi.global or connect on LinkedIn.
