From 23 to 25 September 2026, Livingstone, Zambia, hosted the annual conference of the African Marketing Confederation (AMC). Bringing together professionals from around 30 countries, this year’s edition explored the transformation of African marketing and its potential for global impact. For the first time, the event was held jointly with two other professional organizations from across the continent, bringing marketing, technology and supply chains closer together.
The 2026 conference took place as part of the African Commerce Convergence Summit, which brought together the African Marketing Confederation (AMC), the Technology Information Confederation Africa (TICON Africa) and the African Supply Chain Confederation (ASCON).
This convergence reflects the growing connections between these three fields within African economies. Data, technology, brands, digital markets and supply chains are increasingly part of the same commercial ecosystem.
Connecting African Markets
During the opening session, Wisdom Bwalya, Permanent Secretary for Special Duties in the Zambian Cabinet, emphasized the importance of better connecting the continent’s markets, technologies and supply chains.
He called in particular for stronger circulation of African brands, regional value chains and recognition of professional qualifications across different markets. He also stressed that trade integration depends partly on businesses’ ability to identify new customers and develop cross-border opportunities.
Culture, Creativity and African Brands
Discussions also explored the continent’s ability to turn its cultural and creative resources into competitive assets. The programme addressed Africa’s transition from an emerging market towards an economic space increasingly capable of contributing to the shaping of demand and trends.
This reflection is directly relevant to African brands, which are developing identities capable of reaching beyond their markets of origin while retaining their cultural roots.
AI at the Heart of the Discussions
The second day, held under the theme “Leadership, Trust and the AI-Enabled Economy,” focused on several issues related to digital transformation, including data governance and digital commerce within the framework of the AfCFTA.
Participants also discussed building sustainable brands capable of remaining relevant in a rapidly changing technological environment. Attention was also given to young creators and the next generation of marketing professionals.
Towards a More Connected African Marketing Industry
Through the conference, the AMC highlighted a view of marketing that goes beyond the promotion of products and services. The profession now sits at the intersection of digital technology, trade, culture and value chains.
In Livingstone, discussions therefore focused on how African professionals can turn the continent’s strengths markets, creativity, culture, talent and technology into new opportunities for development and international reach.
