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The Zambian government has emphasized the need to ensure that Artificial Intelligence (AI) technology was deployed ethically and in a manner that enhances the human touch, rather than diminishes it in customer service, marketing, and sales.
Ministry of Commerce, Trade and Industry Permanent Secretary, Lillian Bwalya, said the integration of AI into these sectors represents a paradigm shift, as it offers unprecedented opportunities for efficiency, personalization, and reaching new markets.
Bwalya was speaking during the 2025 Zambia Institute of Marketing (ZIM) Sales and Customer Service Conference held at Sandy’s Creation in Chilanga District of Lusaka Province under the theme: “Lead with trust. Sell with impact.”
“As the Ministry responsible for Commerce, Trade, and Industry, we are cognizant that a robust and ethically driven marketing, sales, and customer service sector is the very heartbeat of our economy,” Bwalya said.
She added that the Ministry recognized that effective sales and exemplary customer service were strategic imperatives that drive trade, attract investment, and ultimately contribute to job and wealth creation for citizens.
Bwalya further commended ZIM for including mental health and well-being as a key topic, stressing that the pressures of high-stakes environments can take a toll.
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She said it was, therefore, imperative that professionals were supported with resilience and resources to perform at their best.
Meanwhile, ZIM president, Mwewa Besa, urged marketing professionals to avoid complacency and abandon outdated, textbook approaches that were no longer sustainable.
“The dynamism of our profession requires us to be agile, innovative, and alive to every change in the market, no matter how small. We can no longer rely on structure alone to achieve our goals,” Besa emphasized.
He added that this year’s theme, “Lead with trust, sell with impact,” was a powerful testament to the profession’s evolution, as marketing was moving beyond the simple transaction of a sale to fully embracing the crucial role of customer service.
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