By Jackline Nabirye
Officer Communications and Brand Management, ICPAU
Senior business executives and finance leaders have been urged to embrace Artificial Intelligence (AI) as a critical tool for enhancing decision-making, improving customer intelligence, and driving organisational competitiveness.
This was during the 4th C-Suite Forum organised by the Institute of Certified Public Accountants of Uganda (ICPAU) on 13 May 2026 at Sheraton Kampala Hotel. The theme was “Harnessing AI for Strategic Decision-Making to Spur Growth and Competitiveness.”
The high-level, invite-only forum brought together chief executives, board executives, Chief Financial Officers, and other senior leaders to discuss how organisations can strategically leverage AI to spur growth in an increasingly dynamic business environment.
Leading the discussion, Ernest Ssekisonge, Managing Director for Sub-Sahara Africa at Kasi Insight challenged organisations to rethink how they approach consumers in the AI era, noting that businesses can no longer afford to make decisions without understanding consumer behaviour and market intelligence.
“AI-powered consumer intelligence is no longer just a marketing tool, but a cross-functional north star,” Ssekisonge said.
He explained that AI is increasingly enabling businesses to enhance consumer research and behavioural intelligence, allowing organisations to understand customer preferences, anticipate market trends, and make more informed strategic decisions.
Ssekisonge emphasised that businesses must always keep consumers at the centre of their strategies if they are to achieve sustainable growth and competitiveness. He observed that organisations that adopt AI early are positioning themselves ahead of competitors through better data utilisation and improved market responsiveness.
Sharing practical insights from the banking sector, Charles M Mudiwa, Managing Director of dfcu Bank, highlighted AI as a powerful enabler for faster and smarter business decisions.
“AI will help you make decisions faster,” Mudiwa told participants.
He explained that AI gives organisations the ability to simulate business scenarios and ask critical “what if” questions before making strategic decisions. According to Mudiwa, businesses can now personalise customer experiences and trace consumer behaviour in ways that were previously difficult to achieve.
“Imagine knowing who walks into a shop and when,” he said, illustrating the growing potential of AI-driven customer insights.
Mudiwa, however, cautioned organisations against rushing into AI adoption without clear strategies and structures. He advised leaders to focus on investing in areas where their organisations derive the most value, while ensuring that they have the right data and capabilities to support AI integration.
“Start small,” he advised, adding that organisations should gradually build their AI capabilities while aligning technology adoption with business priorities.
He also stressed the importance of maintaining human oversight and accountability despite the growing influence of technology.
“Always remember, you are the ultimate accountability, not AI,” Mudiwa noted.
The discussions at the forum also highlighted the growing need for organisations to develop people-centred strategies alongside technological transformation to ensure employees are equipped to work effectively in AI-driven environments.
In his remarks, ICPAU President CPA David Timothy Ediomu described the forum as a platform for senior executives to exchange innovative ideas and explore strategies that strengthen organisational performance and governance.
He reaffirmed the Institute’s commitment to supporting professionals and organisations on their AI literacy journeys through continuous professional development programmes, AI-focused seminars, research initiatives, and knowledge-sharing platforms.
Ediomu also encouraged organisations to embrace innovation and participate in this year’s Financial Reporting Awards, which will recognise organisations leveraging technology and AI in sustainability reporting.
The 4th C-Suite Forum concluded with a call on business leaders to embrace AI strategically, invest in data-driven decision-making, and position their organisations for long-term growth and competitiveness in the digital economy.
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