GRA admits trader outreach on Publican AI may not have reached grassroots

The Ghana Revenue Authority (GRA) has acknowledged gaps in its stakeholder engagement ahead of the rollout of the Publica AI customs valuation system, admitting that its outreach may not have sufficiently reached individual traders despite formal consultations with industry groups prior to the system’s launch in March.

The admission was made by Samuel Akrofi, Assistant Commissioner at the GRA Customs Laboratory, during an interview on Joy FM Super Morning Show. He was responding to concerns raised by traders who say they were taken by surprise when the AI-powered system was introduced.

“I think that the feedback is indicating that we probably did not meet them like we would meet all the other groupings,” Mr. Akrofi stated, acknowledging that communication efforts may not have fully penetrated all levels of the trading community.

His comments come amid mounting criticism from sections of traders, particularly members of the Ghana Union of Traders Associations (GUTA), who have expressed dissatisfaction with the implementation of the new valuation platform. Some traders argue that the system was introduced without adequate consultation and has resulted in higher-than-expected import valuations, raising concerns about increased costs of doing business.

Despite the criticism, Mr. Akrofi maintained that the GRA undertook a series of stakeholder engagements before the system went live. He explained that formal meetings were held on January 14 with freight forwarding associations and other government regulatory institutions, with the Commissioner-General personally leading the discussions to explain the objectives of the system and gather feedback.

However, he conceded that the expectation that association leaders would relay the information effectively to their broader membership may not have been fully realized.

“If we have these discussions with the associations, we expect that the message will be carried down,” he said. “But there is some indication that the discussions have not gone down very well to the grassroots.”

He further revealed that GUTA currently has three representatives serving on a joint committee under the Ministry of Finance Ghana, which has been tasked with reviewing concerns arising from the rollout of the system and recommending possible adjustments.

The Publica AI platform forms part of the government’s wider strategy to modernize customs operations, reduce under-declaration of imports, and enhance domestic revenue mobilisation. By leveraging artificial intelligence, the system is designed to improve the accuracy and consistency of customs valuation processes.

However, its implementation has sparked debate among importers, freight forwarders, and traders, highlighting the ongoing tension between strengthening tax enforcement and maintaining a business-friendly environment in Ghana.

The GRA has indicated that consultations with affected stakeholders are ongoing, as authorities work to address concerns, refine the system, and ensure smoother implementation across the trading ecosystem.