Industry Leaders Explore AI’s Impact In Marketing Communications

By Eniola Jolaoso & Oyewole Susan

The future of marketing communications in an era of Artificial Intelligence was at the centre-stage last Friday when the Brand Journalists Association of Nigeria (BJAN) held its annual Brands & Marketing Conference.

The event which brought together, marketing professionals, industry leaders, and students at the Oriental Hotel, Victoria Island, ran under the theme “AI and the Future of Marketing Workflow: Disruption or Opportunity?”

It turned out a grand opportunity for the experts to share knowledge on emerging perspectives in marketing communications, and for the invited students of the Nigerian Institute of Journalism (NIJ), Ogba, Lagos State University (LASU) and Olabisi Onabanjo University (OOU), to undergo a much-desired weaning.

BJAN Chairman, Daniel Obi, had in his welcome address, emphasised the conference’s role in fostering dialogue and learning.

Observing that AI brings both disruption and opportunities, he urged attendees to engage critically with the topic.

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Representing the Director General of ARCON, Dr. Lekan Fadolapo, Mrs. Suzzy Agbor emphasised the need for strict ethical standards in the use of AI within marketing communication, adding:

“If we allow AI to be used the way they want, there will be anarchy in the system”.

The audience at one of the sessions

“We need to be extremely careful in leveraging AI in Marketing Communication in order to avoid division in the country”, she further admonished.

Bethel Obioma, Head of Corporate Communications at Sahara Group, while delivering the keynote presentation, framed Artificial Intelligence as a tool for enhancement rather than replacement.

Obioma, spoke extensively about fears surrounding AI and reassured participants that while the technology is powerful, it cannot replace human creativity and presence. His first quoted paragraph remains unchanged:

“There is a narrative that AI can Kick one out of Job because of its revolution , being able to do some basic Fundamental things, the truth is , While AI can Give you a Head Start, we still need you in the room because of the Human Edge”, he stated.

Expatiating on its three fundamentals, he stated that”AI is the orchestra; you are the conductor,” outlining those three phases for effective AI integration thus: Discovery, Sleuthery, and Mastery.

“The first thing we need to understand before leveraging Artificial intelligence is discovery: why are people Using AI?  Why is it the major Focus, the advantages and limitations and how it can be effectively use for one’s benefits?

“If you can’t start by identifying all these premise, AI is going to come for your job”, he warned, adding that  the sleuthery and Mastering involve deploying it to marketing strategies that could Communicate with your Target Audience.

Delivering the keynote address on behalf of Interswitch Group’s Executive Vice President and Group Chief Marketing & Communications Officer, Dr. Cherry Eromosele, Divisional Head of Brands and Communication, Mr. Tomi Ogunlesi, underscored the increasing importance of storytelling in brand communication:

He also explored some strategies through which this could be done.

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A panel discussion featuring Lanre Basamta, Co-founder of Optimus AI labs; Austin Onyebuchi, Chief Information Officer, UBA and Dr. Seyi Akindeinde, founder of Hyperspace Technologies, followed, addressing ethical concerns and practical applications of AI in Nigeria’s marketing Communications sector.

Mr Akindeinde for example, urged students to proactively identify real human and brand problems that need solutions rather than relying solely on the expectation of securing employment after graduation. He encouraged them to showcase their learning process and development across digital platforms, emphasising that many individuals already possess similar qualifications and that true value lies in capacity building and problem-solving.

Students, he added, should openly share their progress on platforms like LinkedIn to allow the world to see their growth and capabilities.

Other highpoints of the event were brand showcases and award presentations.