The global marketing and communications landscape is currently navigating a period of profound transformation, characterized less by gradual evolution and more by seismic structural shifts. At the heart of this change is Artificial Intelligence (AI), a technology that has moved rapidly from theoretical novelty to the engine room of industry workflow.
This tension between technological advancement and human creativity formed the crux of the conversation in Lagos recently, as regulators, veterans, and innovators gathered for the 13th annual conference of the Brand Journalists Association of Nigeria (BJAN). Under the theme “AI and Future of Marketing Workflow: Disruption or Opportunity,” the consensus was clear: the era of debating AI’s arrival is over; the focus must now shift to mastery, ethics, and strategic application.
The Shift from "If" to "How"
The prevailing sentiment at the conference was that AI is no longer a futuristic concept but a present reality demanding a recalibration of old models.
Daniel Obi, the BJAN Chairman, framed the discourse by noting that the industry is undergoing a "profound shift." He argued that the transformation applies to the entire value chain—from the initial spark of content generation to the granularity of personalized advertising. However, Obi was careful to qualify this enthusiasm, noting that the theme captures a dual mandate:
- Excitement: For the new efficiencies and capabilities.
- Responsibility: To use the technology "ethically, strategically, and intelligently."
This view was reinforced by Udeme Ufot, Group CEO of SO&U Limited. Ufot urged professionals to stop asking if AI will transform the industry and instead ask how they will be responsive to it. He posited that while AI burdens obsolete systems, it liberates forward-thinking agencies by offering deeper insights and faster processes.
"As professionals, we must see AI as an enabler, not a threat. We must build new skills, uphold strong ethical standards, as well as ensure that technology enhances and not replaces human creativity. For brand journalists, AI offers tools for better analysis, quicker reporting, and richer storytelling, while also demanding greater vigilance against misinformation and bias." — Udeme Ufot
The "New Marketing Trinity"
One of the most compelling frameworks presented at the event came from Cherry Eromosele of Interswitch (represented by Tomi Ogunlesi). She argued that the silos between journalism, media, and brand management are collapsing, leading to a convergence of insights.
To navigate this, she introduced the concept of the 'New Marketing Trinity,' a strategic hierarchy for the modern workflow:
- Data: The Fuel that powers the engine.
- Creativity: The Spark that ignites the campaign.
- AI: The Multiplier that scales the impact.
This framework suggests that AI cannot function in a vacuum; it requires high-quality data and human creativity to be effective. Eromosele noted that this trinity is driving the transition from traditional mass communication to "precision communication," acknowledging that "everybody’s screen has now become their network."
The Reality Check: Job Security and The Human Edge
The conference did not shy away from the harder truths regarding automation. Segun Umoru, a Senior AI and ML Engineer at Optimus AI Labs, provided a stark reality check. He confirmed that workforce reduction is not a possibility—it is an inevitability.
Umoru pointed to the rise of "agentic solutions"—autonomous AI agents capable of executing complex tasks that previously required junior staff. He warned that by 2026, the job market could look drastically different, as lean startups begin to run full-scale marketing, design, and content operations with minimal human staff.
However, Bethel Obioma, Head of Corporate Communications at Sahara Group, offered a counter-narrative centered on the "human edge." He argued that while AI can aggregate data, it cannot replicate the unique synthesis of a human "best IQ."
- The Human Differentiator: According to Obioma, the ability to combine disparate pieces of knowledge into an expression that "no one can ever express" is what allows a marketer to stand out.
- Actionable Excellence: Human capacity is required to take AI-generated output and refine it into something truly excellent.
 |
| Dr. Dare Ogunyombo, PR professional and Lecturer, Mass Comm dept, Olabisi Onabanjo University, Ago-Iwoyin, John Ehiguese, Founder/CEO, MediaCraft Associates; Daniel Obi, BJAN Chairman; Clara Okoro, immediate past Chairman, BJAN; Dr. Samuel Ayetutu, NIPR Lagos Chairman and Tomi Ogunlesi of Interswitch. |
 |
| 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. |
Regulatory Guardrails: The ARCON Stance
Perhaps the most critical "brake" on the runaway train of AI adoption is regulation. Speaking for the Advertising Regulatory Council of Nigeria (ARCON), Dr. Susan Ngozi Agbo highlighted the dangers of unchecked technology.
ARCON's primary concern is the preservation of local ethics and cultural identity. Dr. Agbo warned that without self-censorship and adherence to norms, the industry risks "anarchy." A specific point of emphasis was the representation of Nigerian identity in advertising.
ARCON revealed it has developed a stock image bank specifically for Nigerians. The regulator indicated a tightening of rules regarding AI-generated imagery, suggesting that practitioners who fail to use Nigerian faces—or who rely on generic, foreign AI stock imagery—will face scrutiny and must provide "variations and reasons why."
Conclusion: The Elevated Standard
The 13th BJAN conference concluded not with a rejection of technology, but with a call to elevate professional standards. As noted by Emma Adeniran of +Aculty Limited, the high penetration of AI has "democratized" skills that were once exclusive.
This democratization means the baseline for what is considered "good work" has risen. To survive, Nigerian marketing professionals must move higher up the value chain, combining the speed of AI with the nuance of human culture and creativity.
The annual conference of the Brand Journalists Association of Nigeria (BJAN) drew a vibrant mix of industry professionals and young aspiring communicators, with students from the Lagos State University (LASU), Bisi Onabanjo University, and the Nigerian Institute of Journalism (NIJ) taking active part in the proceedings.
One of the most engaging segments of the event came during the Mouka Foam presentation, where students enthusiastically participated in an interactive question-and-answer session. Their contributions reflected not only curiosity but an impressive grasp of emerging trends in marketing and brand communication.
In recognition of their participation, Mouka rewarded ten outstanding students with branded pillows, adding a refreshing and memorable highlight to the conference. The gesture further encouraged student involvement and underscored the brand’s commitment to supporting the next generation of marketing and communication professionals.
