Mbabane – The U.S. Embassy Eswatini brought together 50 entrepreneurs from across the Kingdom for a digital marketing workshop held last Monday, aimed at strengthening local businesses through artificial intelligence driven strategies.
The session, led by Dawn Dickson, focused on the theme “Marketing Smarter — Using AI to Reach, Convert & Retain Customers,” equipping participants with practical tools to navigate the evolving digital economy.
Entrepreneurs who attended the workshop engaged in discussions and hands on learning, exploring how emerging technologies can be applied to grow their enterprises. The gathering created a platform for collaboration, with participants exchanging ideas while adapting to new ways of reaching customers. 
Key insights shared during the workshop included the importance of strategy over financial muscle, with participants told that “Smart strategy will always outperform a big budget.” The session also addressed concerns around automation, noting that “AI isn’t here to replace you — it’s here to empower you.”
Speakers encouraged consistency in business growth, stating that “Progress comes from consistency, not perfection,” while also advising entrepreneurs to build confidence gradually by mastering individual tools before expanding, captured in the message, “Master one tool first, then scale with confidence.”
Organisers described the workshop as part of ongoing efforts to support entrepreneurship in Eswatini, particularly as businesses adjust to digital transformation. The initiative was made possible with support from the Bureau of Educational and Cultural Affairs.
