Daniel Obi, Chairman of the Brand Journalists Association of Nigeria (BJAN), set the tone for the 2025 Annual Conference with a call for marketers, communicators, and regulators to deepen their understanding of Artificial Intelligence and its growing impact on the industry. Emphasizing that AI is no longer an emerging concept but an active force shaping modern marketing practice, Obi urged stakeholders to approach its adoption with both enthusiasm and responsibility.
Artificial Intelligence may no longer be a novelty in marketing, but its accelerating influence has triggered a renewed urgency for dialogue, strategy, and responsible adoption. That urgency set the tone for the 2025 Brand Journalists Association of Nigeria (BJAN) Annual Conference, held on November 28 at the Oriental Hotel in Lagos, where experts from across sectors gathered to examine how intelligent technologies are transforming brand communication.
The conference evolved into a broad, thoughtful exploration of what it means for AI to sit at the heart of modern marketing workflows. Delegates agreed that AI is no longer a tool of the future—it is now embedded in everyday processes, driving data interpretation, personalizing customer engagement, powering content development, and shaping strategic decision-making. The theme for the year, “Artificial Intelligence (AI) and Future of Marketing Workflow: Disruption and Opportunity,” captured this dual reality: innovation is abundant, but so are the questions surrounding its use.
BJAN Chairman Daniel Obi highlighted a recurring concern shared across industries: understanding AI is no longer optional, and its implications stretch far beyond the confines of technology departments. For journalists, marketers, regulators, and brand custodians, comprehension of AI’s capabilities is essential—not only to harness its potential, but to guard against misuse and ensure ethical practice. Obi emphasized that the profession must evolve in tandem with technology or risk being left behind.
This year’s conference brought together an impressive lineup of industry thinkers and innovators for a robust examination of AI’s growing influence on the marketing ecosystem. Among the speakers was Dr. Cherry Eromosele of Interswitch Group, represented by Tomi Ogunlesi, the company’s Group Head of Corporate Marketing and Communication; Udeme Ufot, Group Managing Director of SO&U; and Dr. Lekan Fadolapo, Director-General of ARCON, who was represented by Lady (Dr.) Susan Agbo, Director of the Registration Directorate at ARCON.
They were joined on the panel by Lanre Basamta, Co-Founder/CEO of Optimus AI Labs; Emma Adediran, Business Unit Director at +Acuity Ltd; Austin Onyebuchi, Chief Information Officer at UBA; and Dr. Seyi Akindeinde, Founder of Hyperspace Technologies—a diverse group whose contributions deepened the discussion on AI’s role across industries.
Together with specialists spanning advertising, telecommunications, finance, and the broader tech ecosystem, the panel unpacked a range of critical questions shaping the future of marketing. How will artificial intelligence transform interactions between brands and consumers? What regulatory structures are needed to guide the creation and distribution of AI-generated content? Which new skills and competencies must professionals develop to stay relevant as automation accelerates? How can Nigerian brands leverage AI to boost their competitiveness on the global stage? And perhaps most importantly, where should the ethical lines be drawn as AI takes on increasingly significant roles within marketing workflows?
Their deliberations underscored both the promise and the complexity of integrating AI into Nigeria’s marketing landscape—highlighting the urgent need for preparedness, responsible innovation, and forward-thinking policy.
Over the years, the BJAN Annual Conference has established itself as a platform where industry actors engage deeply with emerging trends, and the 2025 edition maintained that commitment. Discussions repeatedly returned to the delicate balance between innovation and responsibility. While AI ushers in unprecedented speed, efficiency, and creative capacity, speakers underscored that human judgment, empathy, and values remain irreplaceable in shaping authentic, trustworthy communication.
Obi encouraged participants to challenge assumptions and exchange insights freely, noting that the ideas shared at the conference would influence the next stage of marketing practice in Nigeria. In closing, BJAN extended appreciation to all attendees, reaffirming its dedication to fostering dialogue that prepares the industry for a future where human expertise and artificial intelligence work in tandem to drive sustainable growth and credibility.
His remarks underscored the need for ethical frameworks, continuous learning, and cross-industry collaboration as Nigeria navigates a rapidly evolving digital landscape driven by intelligent technologies.
The event ultimately reflected an industry on the brink of profound transformation—one that recognizes the power of AI, yet remains committed to guiding that power responsibly.