In the rush to build artificial intelligence capacity across the continent, African nations risk overlooking a critical piece of the puzzle. At a recent media briefing in Lagos, renowned AI transformation coach Adeoye Abodunrin sounded a stark warning that without deeper consideration of how people interact with AI, the benefits of these technologies may never fully reach the communities they are meant to serve.
The continent’s enthusiasm for AI has been rising, with governments and private sector actors alike pushing for cutting-edge tools and infrastructure. But Abodunrin believes that a missing focus on the human factor could undermine these efforts, leaving innovations underused and failing to improve lives in meaningful ways.
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Where the AI Conversation in Africa Stands Today
Africa finds itself in a paradox. On one hand, digital services and AI adoption are growing fast. Recent global research shows that Nigerians engage with AI tools for learning, work, and entrepreneurship at above-average global rates. This reflects a massive willingness among citizens to explore and incorporate new technologies into everyday life.
On the other hand, many African governments have concentrated heavily on acquiring technology and building technical infrastructure without matching these efforts with policies that reflect how people actually behave, make decisions, and trust new systems. Experts argue that this imbalance can weaken the impact of even the most well-funded AI programmes.
Profound structural challenges remain across the continent. These include gaps in digital infrastructure, such as consistent power and internet connectivity, and uneven access to quality data that truly reflects local contexts. Other analysts have highlighted the lack of clear governance frameworks and data policies that protect citizens while fostering innovation.
Without addressing these foundational elements, Africa risks falling behind in a global AI race that is already reshaping industries, public services, and economic opportunities around the world.
Why the Human Factor Matters in AI Adoption
Abodunrin made it clear that the success of AI is not measured merely by the number of systems deployed, but by how effectively they are used. Technology operates within social systems, and when the human dimension is ignored, even the most advanced tools can fail to deliver.
Behavioural economists and tech leaders have long emphasised that understanding how people think, adapt, and trust technology is crucial for ensuring that digital solutions achieve their intended goals. This includes asking hard questions:
- Do users trust the AI tools they are given?
- Are these tools designed with local contexts in mind?
- Do policies and user support systems reflect cultural norms and incentives?
Without answers rooted in behavioural insights, AI can remain a “shiny tool” that sits in policy documents and data centres, disconnected from the realities of schools, hospitals, businesses, and everyday citizens.
This argument is reinforced by broader research showing that AI systems trained primarily on global datasets may miss crucial nuances in African languages and cultural contexts, leading to biased or ineffective outcomes. Analysts have warned that systems developed without local input can misinterpret language, reinforce stereotypes, or simply fail to resonate with the needs of diverse communities.
Real Risks in the AI Strategy on the Continent
One of the most pressing dangers highlighted by experts like Abodunrin is the potential for AI programmes to widen inequality if behavioural dynamics are neglected. For example, without robust user understanding, AI tools deployed in education or health could be underused by students and patients who do not trust or comprehend their functions.
The risk is not hypothetical. Other analysts have flagged that if AI deployment in Africa leans too heavily on imported models and foreign data without investment in local capacity, the outcomes may not align with national priorities or cultural values. This can lead to tools that do not understand local languages or the subtleties of human behaviour.
Moreover, failing to integrate behavioural insights into policy design can weaken public trust in AI. Trust is central to adoption, and where citizens feel excluded from the design and governance of technological systems, scepticism can grow. This, in turn, slows the uptake of systems that could otherwise improve public services and economic productivity.
There is also a broader continental concern that, without meaningful governance and ethical safeguards, AI could exacerbate risks such as job displacement, privacy violations, and unequal access to benefits. These concerns are echoed in global research on emerging technologies, where calls for responsible AI governance stress the importance of inclusivity, equity, and human-centric design.
How Africa Can Fix the Human Factor Gap
Experts widely agree that closing the divide between technology and people requires both strategic policy action and cultural engagement. Here are some key approaches that could strengthen AI outcomes across the continent:
- Embed Behavioural Understanding into Policy: Governments should integrate behavioural insights into AI frameworks. This means designing policies that reflect how citizens choose to engage with technology and what drives trust.
- Invest in Local Data and Capacity: Building high-quality data repositories that reflect linguistic, cultural, and social contexts across African countries is essential. This supports AI models that are relevant and accurate for local use cases.
- Expand Public Awareness and Trust: Policymakers and industry must work together to build trust through education and transparent communication. People need to understand what AI does, how it affects their lives, and how it can be used safely and responsibly.
- Strengthen Inclusive Governance: Establishing clear governance structures that involve citizens and civil society in discussions around AI ethics, data privacy, and accountability helps ensure equitable outcomes.
- Support Behaviour-Driven Innovation: Beyond infrastructure and tools, supporting innovators who integrate behavioural insights into AI solutions can lead to products and services that are more meaningful to users.
Several of these recommendations align with broader continental initiatives aimed at responsible technological development. International bodies, regional organisations, and researchers have called for equitable access to AI and inclusive governance systems that centre human rights and community needs.
A Future Where AI Benefits All
Africa stands at a crossroads in its digital transformation journey. On one side is the promise of AI to expand economic opportunity, improve public services, and empower young innovators. On the other is the risk that without intentional policies rooted in human realities, these benefits will remain out of reach for many.
For nations like Nigeria and others across the continent to thrive in the AI era, the focus must move beyond hardware and algorithms to include the social and behavioural dimensions of technology adoption. A people-centred approach to AI design, policy, and implementation could be the difference between technologies that sit unused and technologies that transform lives.
By recognising that technology is ultimately for people, Africa can shape an AI future that reflects local values, improves trust, and delivers benefits where they matter most. With the right investments and inclusive policy frameworks, the continent can turn technological promise into practical progress.
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