Journal of Global Communication

At the beginning of 2023, Kenya had approximately 17.86 million internet users, reflecting an internet penetration rate of 32.7%. In comparison, about 10.55 million social media users were recorded, representing 19.3% of the total population. By early 2024, cellular mobile connections had surged to 66.04 million, exceeding the total population by 18.7%. These statistics highlight Kenya’s complex digital media landscape, showcasing diverse ways individuals engage with digital content. Within this environment, AI tools, such as chatbots and recommendation systems, have emerged as pivotal technologies for addressing varied communication needs across regions. This paper explores how AI enhances audience engagement in Kenya and delves into the challenges and ethical considerations associated with its deployment.