Nigeria’s advertising and marketing communications industry must urgently embrace artificial intelligence (AI), quantum computing and other emerging technologies to remain competitive in a rapidly changing global economy, Chairman of Access Holdings Plc and Founder/Chairman of Coronation Group, Aigboje Aig-Imoukhuede, has warned.
Speaking at the main Fireside Chat of the 6th National Advertising Conference (NAC 2026), held at the Abuja Continental Hotel, Aig-Imoukhuede challenged industry practitioners to move beyond traditional advertising models, stressing that failure to adapt to technological developments could render businesses irrelevant.
Addressing industry leaders, regulators and brand custodians during a session titled “Are We Ready for the Next Frontier?”, he explained that technological disruption presents both uncertainty and opportunities for professionals willing to take the lead.
"The theme for this year is about frontiers, and the reality of frontier times is that they make people nervous," Aig-Imoukhuede stated.
"When you stand at a frontier, there will always be those who lead and those who follow. If you view a frontier as where the current map ends, it simply means you must be ready to redraw the map yourself."
The financial leader noted that while the emergence of the internet significantly transformed traditional media and advertising channels, the combination of artificial intelligence and quantum computing would bring an even deeper structural change to the industry.
According to him, technological advancement is making services that were once considered specialised increasingly accessible, creating opportunities for smaller businesses to compete with established agencies.
"What we are witnessing is the evolution from the industrial era to the fourth industrial revolution," he explained.
"Artificial intelligence has not just disrupted advertising the way the internet did, it is rapidly turning basic service offerings into commodities. Today, the combined power of quantum computing, AI, and modern technological tools can allow a visionary entrepreneur to build the best, most competitive advertising firm in Nigeria with just a handful of staff."
He maintained that the future of advertising would depend less on the size of agencies, their workforce or the budgets they manage, and more on their ability to deliver measurable value to clients.
"The most valuable agency is not the one that asks for the largest budget; it is the one that genuinely adds undeniable value to the client," he emphasised.
Aig-Imoukhuede also urged advertising professionals to deepen their understanding of consumer psychology, client expectations and human behaviour, describing these as essential factors in creating effective marketing strategies in an increasingly technology-driven environment.
"Disruption brings a critical realization to clients. The core focus of advertising practitioners today must be on deeply understanding client mindsets and human behavior," he said.
Looking ahead, he predicted a significant expansion in advertising demand as individuals increasingly turn to digital platforms to promote their personal brands, businesses and professional identities.
"The demand for advertising is going to increase exponentially as individuals begin to advertise themselves. Self-advertising will be a major global trend," he said.
He challenged agencies to rethink their business models and develop strategies capable of capturing opportunities from the growing market for personal branding and self-promotion.
"The question for agencies is: how do you strategically position your business to capture a massive share of this expanding market?" he asked.
Drawing attention to developments in other African markets, Aig-Imoukhuede cited South Africa as an example of how industry players could deploy artificial intelligence to expand their reach and compete across the continent.
"In South Africa, industry leaders have already agreed to cover and scale across the African advertising space by deploying AI," he noted.
He urged Nigerian practitioners to develop the technical capacity required to compete beyond the country's borders, adding that the effective application of emerging technologies could have far-reaching implications for the national economy.
"If Nigerian practitioners can master and deploy these emerging technologies within their craft, you will not only transform your agencies, you will transform Nigeria," he declared.
Concluding his address, Aig-Imoukhuede encouraged delegates to confront the uncertainty associated with technological change rather than allow it to discourage innovation.
"If you do not master your environment, you are going to become irrelevant. My message to you is simple: master your environment, and let nervousness motivate you to conquer your fears," he advised.
Earlier, the conference opened with the National Anthem, followed by opening remarks from the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Olalekan Fadolapo.
Fadolapo welcomed dignitaries, including former chairmen of the council, and noted that the annual National Advertising Conference had evolved beyond discussions about advertising to address broader issues affecting leadership, management and economic strategy across the marketing communications ecosystem.
Also speaking, Chairman of the Planning Committee, Tunji Adeyinka, welcomed participants to Abuja, acknowledged the contributions of conference partners and encouraged delegates to maximise the opportunities provided by the event.
He urged attendees to make use of the official conference platforms to access relevant insights and engage with industry discussions throughout the three-day gathering.
The 6th National Advertising Conference, themed “Repositioning the Marketing Communications Industry for the Next Frontier,” brought together stakeholders to examine the future of the industry and explore strategies for navigating technological, economic and structural changes.