For Edward Bothma, Group Chief Product and Technology Officer at inTrade Africa, artificial intelligence isn’t just about smarter systems — it’s about building smarter people. Speaking at the Qlik AI Reality Tour 2025, Bothma shared how his organisation is using AI not only to strengthen its products, but to create a digital workforce that enhances human capability across 24 African markets.
“We thought we were only going to build AI into our products,”
he said.
“But it’s transformed the way we work. Every person in our business will have a digital agent by next year.”
Information for Growth
inTrade Africa operates across a continent where access to reliable data can define competitive advantage. The company manages and processes information for FMCG brands across 24 countries — with plans to expand to 30 — and has built its own suite of technologies to serve those markets.
“We are an information-for-growth business,”
explained Bothma.
“We collect, manage, and analyse trade and workforce data across Africa. Qlik has been central to that, helping us turn complexity into clarity.”
The partnership with Qlik has allowed inTrade to integrate analytics directly into its own platforms, creating a competitive edge through faster insight and stronger decision support.
AI for the Underskilled Workforce
Bothma sees a unique opportunity for AI in Africa — not just as a tool for automation, but as a leveler that expands access to information for those without technical training.
“There’s a shortage of strong middle management and data competency in many African markets,”
he said.
“AI can simplify difficult things — helping under-skilled users consume and act on data without needing to be data scientists.”
This human-centric approach to AI aims to make data-driven work accessible, inclusive, and empowering.
Building a Digital Workforce
inTrade Africa is now embedding AI into both its operations and its people.
The company’s goal is to give every employee a digital assistant — a personalised AI agent that handles routine tasks, manages data, and shares institutional knowledge.
“If someone leaves, their digital agent stays,”
Bothma said.
“It reduces admin, preserves knowledge, and lets our people focus on human work — managing relationships, strategy, and problem-solving.”
The result is a more resilient workforce, where AI supports productivity, consistency, and continuity.
The Power of Partnership
Having been a Qlik OEM partner for years, inTrade Africa benefits from a close relationship with the global analytics community.
“Qlik is progressive,”
Bothma noted.
“They keep us ahead by introducing new ways to look at data and AI. Being part of that ecosystem helps us think forward — and plan what’s next.”
This collaboration allows inTrade Africa to combine local market expertise with global innovation, using data and AI to deliver measurable results for clients and partners.
The Takeaway
Edward Bothma’s perspective reframes AI as a human amplifier rather than a replacement.
For Africa, he believes, the goal isn’t just smarter technology — it’s more empowered people.
“AI lets people focus on working with people,”
he concluded.
“We want AI to handle the paperwork and thinking hard about data — so our teams can build, lead, and grow.”
