The 2025 Brand Journalists’ Association of Nigeria (BJAN) Annual Conference opened with a thoughtful reflection on the shifting landscape of modern marketing, as Mr. Udeme Ufot, MFR—Group Managing Director of SO&U and Chairman of this year’s conference—set the tone for a day centred on innovation, responsibility, and industry evolution.
In his address, Mr. Ufot acknowledged the Association’s continued role as a hub for meaningful dialogue and professional growth. He commended BJAN President, Mr. Daniel Obi, whose leadership he described as steady, dedicated, and instrumental in strengthening credibility within both the media and broader marketing sector. Under Obi’s leadership, he noted, BJAN has continued to elevate standards in brand journalism and reinforce trust across the industry.
With this year’s theme, “AI and the Future of Marketing Workflow: Disruption or Opportunity?”, the conference placed artificial intelligence at the heart of discussion—an unavoidable topic as technology accelerates at an unprecedented pace. Mr. Ufot highlighted how AI is altering brand strategy, rewriting rules of engagement, and redefining what creativity can look like in a digital-first world. From content development to consumer insight, he explained, AI’s reach now extends deeply into daily practice.
 |
| Tomi Ogunlesi, Divisional Head, Brands, Communications, Content & CSR, representing Cherry Eromosele, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch; Bethel Obioma, Head Corporate Communications, Sahara Group; Udeme Ufot, GMD, SO&U and Daniel Obi, BJAN Chairman. |
He emphasized that AI should not be viewed solely as a disruptive force. Its capacity for improved efficiency, precision, personalisation, and speed presents significant opportunities for those who are prepared to embrace it. The true challenge, he argued, lies not in whether AI will continue influencing marketing—it already has—but in how professionals position themselves to adapt and harness its potential responsibly.
For brand journalists, these technologies bring both empowerment and responsibility. Mr. Ufot pointed to AI’s usefulness in delivering richer storytelling, more efficient reporting, and sharper analysis. At the same time, he urged practitioners to remain alert to risks such as misinformation, algorithmic bias, and ethical grey areas that may arise.
The conference, he said, provides an important platform for examining these questions thoroughly. He encouraged participants to engage actively—listening, debating, and contributing insights—to ensure the industry moves forward with clarity and confidence.
Closing his remarks, Mr. Ufot expressed appreciation to BJAN for continually steering essential conversations and thanked attendees for their commitment to shaping a dynamic, forward-looking marketing environment. He extended his best wishes for a productive and inspiring conference.