‘AI must serve the ordinary Ghanaian’ - Esther Ofosuhene calls for localised technology

Founder of Customer Experience Professionals Ghana, Esther Dokuwaa Ofosuhene, has called for the establishment of clear national standards and measurable indicators to improve citizen experience in Ghana.

Speaking in a sideline interview during the 6th annual CXP Ghana Conference and CXX Awards at the Labadi Beach Hotel on October 9, 2026, Esther Dokuwaa Ofosuhene noted that setting measurable standards would help institutions identify areas that require improvement and strengthen accountability.

According to her, the country needs to first define what constitutes a good citizen experience and establish clear metrics to assess the quality of services provided by public and private institutions.

Well-designed customer journeys boost revenue and reduce risk - Esther Ofosuhene

She explained that once the standards and metrics are established, institutions can regularly monitor their performance and assess how well they are meeting the needs of citizens.

“I think, from my subject matter point of view, to drive citizen experience in Ghana, one thing we need to do is set the standards. What would we define as citizen experience? What are the metrics we'll be looking at? Is it a happiness index? Is it a satisfaction level? Is it an effort score?”

“We drive accountability by monitoring and then also coming together annually to assess what we have achieved as a country and then improve on the areas that we are lacking and also do more in the areas that we are already exceeding,” she said.

Esther Dokuwaa Ofosuhene also called for the creation of a platform that would allow citizens to directly share feedback with the government and public institutions.

She said such a platform would provide decision-makers with direct insight into citizens’ experiences and help institutions improve the quality of services they provide.

“We need to find a platform where the citizens can share their feedback with the government so that the government can get the voice of citizens and then use that for decision-making, for improvements to drive a customer-centric and a citizen-centric country for Ghana.”

Touching on the role of artificial intelligence (AI) in improving citizen experience, Dokuwaa Ofosuhene said the technology should be developed and adapted to address the needs of ordinary Ghanaians.

She stressed that while AI has an important role to play in improving human life, its application in Ghana should take into consideration local languages and the way citizens interact with public institutions.

Invest in your staff to help your brand grow - Esther Ofosuhene to businesses

“I believe the future will always be human because AI is supposed to help improve the lives of humans. And so, of course, it definitely has a place in Ghana.”

“When we talk about AI, the ordinary Ghanaian has no clue what we are talking about; they feel like it's so out of the ordinary. But we can actually use AI to help drive service better to the level where the ordinary Ghanaian can also enjoy,” she added.

Also speaking to the media, Chief Digital Officer at MTN Ghana, Ibrahim Misto, stressed the need for Ghana to maintain the human aspect of AI adoption, particularly in areas such as data privacy and governance.

According to him, organisations must ensure that data is properly structured and governed before scaling AI solutions, while also developing use cases that allow citizens to interact with AI systems in local languages.

He noted that responsible AI adoption should go beyond automation to ensure that citizens’ privacy and data are protected.

“We shouldn't forget the human aspect of it. So, as you have now, AI can work on your behalf and take action; you still need to focus on emphasising the importance of governing the data and privacy, then scale that responsibly.

“And then also having use cases around local languages so that you can localise the use cases and then also the AI interaction with your customers in local languages,” Misto said.

JHM/BAI