In a world that’s increasingly shaped by Artificial Intelligence, algorithms, and data-driven decisions, the Church can no longer afford to rely solely on traditional strategies in fulfilling the Great Commission as given in Mark chapter 16:15.
Over the centuries, the Church has employed several strategies like street preaching, door-to-door evangelism, fellowshipping in enclosed places, and printing tracts and distributing in streets, buses, offices, to mention just these. While these strategies produced immense results in their time, the Church must understand that the tide has shifted drastically to higher dimensions never anticipated or well prepared for.
You see, the Great Command given by Jesus Christ is to “go into all the world, and preach the gospel to every creature”. To continue fulfilling this command effectively, the Church must understand and effectively address these three keypoints: who they’re to preach to, where to preach (that means, where to find the people they’re to preach to), and how to execute the assignment (to preach) effectively.
While we often echo this cliché “the world is now a global village”, it seems the Church has not fully grasped the implications of this reality. The world understands this and is capitalizing on it to fullness. No wonder Jesus said, “…for the children of this world are in their generation wiser than the children of light”.
If the Church must remain relevant to the people it’s sent to, it must meet them where they are: online, in real time, and in formats that align with the digital consumption of this generation.
You see, today’s generation navigates life with AI-powered tools – recommendation systems, voice assistants, chatbots, social media algorithms, and targeted content. This is because this generation is increasingly drawn to messages tailored to their preferences, interests, and patterns. If the Church must reach the world, she must think beyond pulpit-based communications, one-directional ministrations, and unheard crusades, and embrace digital intelligence.
Before condemning Artificial Intelligence, and possibly calling it “The Devil’s Weapon”, we must ask “what really is Artificial Intelligence (AI)?”. Simply, it is the ability of machines or systems to perform tasks that typically require human intelligence, helping humans perform tasks faster, achieve better results, provide more accurate insights and predictions, and improve decision-making. For the Church, AI offers many possibilities that help her understand their audience better – the kind of beliefs they have, the way of living they follow, the sermons they rewatch, topics that generate engagement, and how they respond to specific messages. With this, the Church can send targeted devotionals, prayer points, or study materials that align with specific audience segments – youths, singles, married, parents, students, professionals, etc.
To achieve the Great Commission in this Age, the Church must embrace a powerful tool it’s long ignored – Marketing.
Marketing in the most simple terms, is simply, the process of promoting and communicating the value of a product, service, or idea to a target audience. In the context of the Church, marketing is the process of identifying the Church’s target audience, reaching them with value-driven, spiritually educative and informative content, promoting and communicating the values of the Christian Faith, and building a strong virtual and physical fellowship. Marketing is the vehicle through which the gospel travels in this Age.
Just as the local Church has evangelism and intercessory departments, the Church must begin to make strategic evangelism in the global market – the Internet. Create short visual content on specific topics and distribute online where your audience are found. Instead of just playing recorded messages in physical services, stream them Live on those platforms where your audience are found. That’s the modern altar. That’s how to fulfill the Great Commission.
Also, the Church must begin to raise media and data disciples who not only understand Kingdom purpose but also trained in tools and technology for fulfilling Kingdom assignment. In the Early Days, we saw door-to-door witnessing, open-air crusades, tract distribution, and street preaching; but today, the Church must now add social media evangelism, podcasting, YouTube gospel content ministration, Live streaming, evangelistic mobile apps, SMS/email tracts, and real-time digital discipleship.
Another key marketing area is “Follow-up”. Follow-up in marketing, is the system of nurturing new converts and visitors, with a goal of making them loyalists. Traditionally, the Church checked on member attendance or health via phone calls, paid home visits for personal prayers and encouragement, assigned spiritual mentors, and gave printed devotionals or Bible study books. In this Age, the Church must develop digital channels, Telegram group, e-devotionals and audio Bible which is sent directly to them, automated emails or SMS for prayers, reminders, and encouragement, as well as hosting online programs for their members and followers.
Let’s talk about Publicity – the art of spreading awareness about something. The goal is often to spread information effectively to boost awareness and attendance. Rather than just relying on church announcements, posters, town criers, and handbills, word-of-mouth campaigns, or bulletin boards, the Church must go further to creating social media content calendar with flyers, reels, and countdowns, using influencers to share program promotions, and social media status updates to make campaigns. Instead of manually taking down information of interested participants, online registration forms or event landing pages could be incorporated.
A final and often overlooked arm of Church marketing is the Stage Drama. Stage drama has been a powerful form of marketing of the Great Commission of the Church, used to preach the gospel, address social issues, and attract diverse audiences. It is used to simplify deep spiritual truths, address common struggles, and stir emotions that open hearts to the Gospel.
Sadly, the Church is still stuck in the traditional method of only achieving these through dramas acted on stage to a limited audience when the world is waiting and hungry for them. The Church needs to take seriously hosting films online as episodic series, creating short, catchy, spiritual or moral skits for social media, and hosting movie nights in churches with Christian films that spark prayers and repentance. These can be achieved using a plethora of AI tools at the Church’s disposal.
One major fear in the traditional Church is losing the human, spiritual touch because of Artificial Intelligence. That is a valid concern. However, with spirit-led leadership, AI will serve its God-ordained purpose: to support the Church, not to replace the anointing. The Gospel remains the power of God unto salvation. But how we preach it must evolve. Technology is a tool – not a threat. the one God has placed in charge to rule the church, AI would play the exact role it’s supposed to play – to support the Church, not replace spirituality. The Gospel is still the power of God unto salvation, but how it is delivered must evolve. Technology is a tool, not a god that should be feared or worshipped.
The early Church used letters, scrolls, and boats and these were the tools effective for them because it was the Age. Today, we use pixels, platforms, and AI. It is same message, but different methods.
The Church that learns and implements wise and prayerful marketing strategies in this Age of AI will not only grow in numbers but will remain spiritually relevant, and fulfill the Great Commission faster and more effectively.
If AI can help the Church reach more souls, then it must be embraced with discernment and purpose.
Ejinkeonye-Christian – a certified life coach and business educator who helps business owners design result-oriented lives and businesses – is the CEO of Standard Consulting and Media Solutions Ltd., Enugu state, Nigeria.
+234(0)7080480510, [email protected]
