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“You’re Supposed to Be Creating Jobs”: Ghana’s Ministry of Creative Arts Under Fire for Using AI Instead of Real Creatives For New Ad

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The Ministry of Tourism, Culture and Creative Arts is facing intense backlash after releasing an AI-generated promotional video for a campus tourism office launch—the third time in less than a month the ministry has been dragged on social media for using artificial intelligence instead of engaging real human creatives.

The controversy erupted on March 3, 2026, when the Ghana Tourism Marketplace Twitter account posted a video promoting the launch of the Ghana Tourism Development Company’s new campus tourism office at the University of Ghana, Legon.

The video featured two AI-generated characters discussing the new office with stilted dialogue and uncanny valley visuals that immediately drew public criticism.

But for many Ghanaians, the video wasn’t just aesthetically off-putting—it represented a fundamental betrayal of the ministry’s core mandate.

‘Creative Arts’ in Name Only?

“If you are the Ministry of Creative Arts, you need to be very creative. You need to set the standard,” one social media user posted in response to the video. “And if your standard is not there, then it’s some way.”

The criticism strikes at the heart of an uncomfortable contradiction: a ministry with “creative arts” in its official title appears to be bypassing living, breathing Ghanaian creatives in favor of algorithm-generated content.

“Someone said there are tens of thousands of real students on campus and you still chose AI generated people for a tourism campaign that should be highlighting authenticity,” a blogger noted, quoting online reactions. “What are we doing here?”

The University of Ghana, where the campus tourism office was launched, houses departments in Theater Arts, Creative Arts, and related fields—students who could have been paid for their work.

“It’s disappointing that the Ghana Tourism account is using AI for adverts when we have talented students studying theater arts who could handle this work,” another user wrote. “How much would it really cost to engage young creatives and tech students?”

A Pattern of Controversy

This is not the ministry’s first AI-related misstep. Just weeks earlier, on February 10, the Ministry of Tourism, Culture and Creative Arts faced similar backlash over an AI-generated poster for a special recognition ceremony honoring Hamamat, following her “shea butter ambassador” event with social media personality IShowSpeed.

“Everybody look at the flyer and say that ‘ah, is this a joke or what?'” the Ghanaian blogger recounted. “This one wasn’t going well at all.”

The flyer, shared by Ghana Tourism Authority Deputy CEO Abeiku Aggrey Santana among others, appeared official but bore the hallmarks of AI-generated imagery—a shortcut that critics say undermines the very industries the ministry exists to support.

A February 20 flyer for the campus tourism office launch escaped similar criticism—but the March 3 video brought renewed scrutiny.

The Job Creation Question

Beyond the aesthetic concerns, critics point to the economic implications. A traditional video production would employ multiple Ghanaians: actors, a sound technician, videographer, video editor, makeup artist, and costume designers.

“Imagine the number of people who could have gotten something to eat from this,” the entertainment blogger observed. “AI has cleared all these people. It’s just one person sitting behind the computer entering prompts.”

For a ministry tasked with nurturing Ghana’s creative economy, the choice to use AI-generated content sends a troubling message about its commitment to the very industries it oversees.

“What’s the essence of paying the tourism tax and levy if you are going to use prompts for arts?” one user demanded. “So much for government trying to invest in the creative arts sector.”

Students Show the Way

Adding to the sting of the controversy, social media users were quick to highlight examples of student work that far surpassed the ministry’s AI-generated effort.

“Look at what students from the same school did for their project work and compare it to the rubbish you people have done,” one comment read, sharing a video created by University of Ghana students as part of their academic work.

The comparison underscored what many see as a missed opportunity: the ministry could have commissioned students, providing both quality content and valuable experience—and payment—to young Ghanaians entering the creative field.

A Dissenting View

Not everyone agrees the criticism is fair. One social media user defended the use of AI, suggesting detractors haven’t accepted technological reality.

“The fact that people are complaining about the use of AI and not real human beings suggests that people have still not fully understood the times we live in,” the user posted. “This is it, man. This is it. People will lose jobs, opportunities, etc. to AI and its advanced versions. Live with it.”

When They Get It Right

To be fair, the ministry has demonstrated it can produce quality work. Past campaigns—including Fugu Wednesday artwork, Heritage Month launch visuals, and Love and Coco Month promotions—have received positive feedback.

“It’s not like they always doing bad things,” the blogger acknowledged. “If you go to their Facebook page, you will see a lot of good stuff over there.”

But the repeated controversies—approximately one per month, critics note—suggest a systemic issue rather than isolated missteps.

Official Silence

As of this writing, the Ghana Tourism Authority has not deleted the controversial video nor issued a statement addressing the backlash. The video remains live on the Ghana Tourism Marketplace Twitter account, posted on the day of the campus office launch.

“Some people are insulting them. Some people are expressing their disappointment in a very demure way,” the blogger observed. “What about you? What do you think about it?”

For an industry watching technology transform creative work at unprecedented speed, the question is more than rhetorical. In a ministry charged with both promoting tourism and nurturing Ghana’s creative sector, every choice sends a signal about whose work—and which workers—truly matter.

The answer, for now, remains as unclear as the line between AI-generated characters and the real Ghanaians they’ve replaced.

Arts and GH Heritage

The Architecture of Grief: Gabriel Selassie Tsagli Paints a Portrait of Home and Loss

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There is a particular quality of light in Accra that never fully leaves you. For Gabriel Selassie Tsagli, a Ghanaian artist living between Accra and Berlin, it is this light—alongside the memory of a specific mother and a specific city—that anchors his first solo exhibition in his birthplace.

Son of Kafui at Gallery 1957 is a homecoming in the truest sense. The title itself is an intimacy: Kafui, meaning “love” or “son of God’s own,” was the name of Tsagli’s late mother.

Following his return to Accra in 2025, Tsagli has created a body of work that doesn’t merely depict grief but gives it form, movement, and colour.

The exhibition begins where all loss begins—in the body’s remembrance of place. Tsagli’s paintings emerge from lived experience rather than pre-imagined form.

He builds surfaces through accumulation, layering, pressing, and scraping paint until figures appear “as though remembered rather than constructed”.

This is not figurative painting in the traditional sense; here, figuration and abstraction overlap, allowing bodies and faces to emerge and recede like recollections themselves.

Colour serves as a generative force. Orange suggests action and vitality, while blue becomes a space for reflection and articulation. Held in tension, these chromatic forces create an emotional architecture that resists closure, sustaining ambiguity across the works.

The figure of his mother recurs throughout, not as a portrait or a likeness, but as atmosphere, material trace, and presence suspended in the space between what is here and what is gone.

Curated by Marina Paulenka, the exhibition considers return not as resolution but as an ongoing negotiation.

Accra itself becomes a living presence, a shifting organism that evolves alongside the artist’s understanding of home—an understanding complicated by a life shaped by movement between Ghana and Germany.

What makes Son of Kafui remarkable is its refusal to resolve grief. Instead, Tsagli invites us to remain with what resists closure, to encounter meaning as it unfolds.

In doing so, he transforms personal loss into a broader reflection on how we carry people, places, and histories within us. The exhibition runs at Gallery 1957 until 12 September 2026.

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Festivals & Events

Ahoba Kuma Festival: How the Abura People Keep Their Warrior Legacy Alive

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The first drumbeat rolls across Abura like a heartbeat returning home. Soon, the streets come alive with swirling cloth, elders carrying symbols of authority, and young dancers moving to rhythms that seem to echo from another century.

As traditional horns cut through the air, the community gathers for Ahoba Kuma Festival, a celebration that transforms memory into movement and history into living tradition.

Observed occasionally in June by the Abura people in Ghana’s Central Region, Ahoba Kuma commemorates the community’s ancestral migration while paying tribute to the warriors who protected their people during uncertain times.

Rather than allowing those stories to fade into folklore, the festival keeps them alive through ceremonies that remind each generation where they came from and what their ancestors endured to build the community they call home.

The festival unfolds with colourful processions led by chiefs, queen mothers and elders dressed in striking kente, beads and ceremonial regalia.

Traditional musicians fill the streets with the sounds of talking drums, horns and songs that recount bravery, sacrifice and unity. Dancers perform with energetic precision, while community members follow the procession, turning the town into a shared stage where every step carries historical meaning.

Beyond the public celebrations, moments of reflection remain at the festival’s heart. Elders share oral histories with younger generations, prayers are offered for peace and prosperity, and families reunite to strengthen bonds that stretch far beyond bloodlines.

These rituals ensure that remembrance is not confined to the past but becomes part of everyday identity.

Today, Ahoba Kuma serves as both a cultural inheritance and a community reunion, drawing people back to their roots while welcoming curious visitors into its story.

For travellers exploring Ghana’s heritage, experiencing this festival offers something rare: the chance to witness history not preserved behind museum glass, but carried proudly through the streets in music, movement and collective memory.

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Festivals & Events

Drums, Chiefs and Blessings: Inside Kwahu Tafo’s Gyenpren Festival

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As June settles over the rolling Kwahu hills, Kwahu Tafo wakes to the deep rhythm of talking drums, the gleam of colourful kente cloth, and the steady procession of chiefs carried beneath ceremonial umbrellas.

The streets fill with cheers as families reunite, visitors gather, and elders exchange greetings that carry generations of history. This is Gyenpren Festival, a celebration where gratitude, unity and hope for the seasons ahead meet in one unforgettable spectacle.

Observed by the people of Kwahu Tafo in Ghana’s Eastern Region, Gyenpren is rooted in the community’s enduring connection to the land.

For generations, farming has shaped life in the area, making the festival an important moment to seek blessings for abundant harvests while strengthening the peace that keeps the community thriving.

It also serves as a reminder that prosperity grows not only from fertile soil but from harmony among neighbours and respect for tradition.

The festival’s centrepiece is the durbar of chiefs, where traditional leaders appear in magnificent regalia, accompanied by queen mothers, elders and cultural groups.

The procession transforms the town into a moving gallery of royal symbolism, with gold ornaments, intricate fabrics and beautifully crafted stools reflecting the authority of the Kwahu people.

Traditional drumming, dancing and libation ceremonies accompany the gathering as prayers are offered for rainfall, fertile farms, healthy families and peaceful coexistence.

Beyond the formal ceremonies, Gyenpren becomes a homecoming. Relatives return from across Ghana and abroad, local businesses come alive, and younger generations learn customs by watching elders perform rituals passed down through time.

For today’s Kwahu Tafo, Gyenpren remains both a cultural anchor and a celebration of collective identity.

For travellers, it offers something equally valuable: the chance to witness a living tradition where every drumbeat, greeting and royal procession tells the story of a community that continues to honour its past while looking confidently toward the future.

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