By Winifred Bosa

Marketing communications leaders and stakeholders who gathered at the 2025 Annual Brands &Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN) have lauded the contributions of Brand Journalistsfor their consistent work, which has dramatically enhanced the respect and growth of the marketing Communications industry in the country.

While celebrating the vital role of the media in shaping brand narratives, speakers at the event, whose theme was “Artificial Intelligence (AI) and the Future of Marketing Workflow: Opportunities and ,” emphasised that journalists must master AI tools to ensure that the human element remains central to communication.

Captains of industry reflected on how far the profession has come, acknowledging that decades ago, advertising and marketing communications lacked respect and public awareness.

Udeme Ufot, Group CEO of SO&U, highlighted that the current stature of the sector is a direct result of media coverage. “The fact that marketing and advertising are now so well recognised and respected is because of the work that journalists have done,” he stated.

He further explained that the more awareness created around brand management and marketing communications, the more the industry attracts quality professionals, thereby earning greater respect and recognition.

This sentiment was echoed by Dr. Susan Ngozi Agbo, Director of the Registration Directorate at ARCON, representing Dr. Lekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON). She noted that the value journalists bring to the table cannot be overstated.

“The work you do within the entire marketing ecosystem cannot be overemphasised,” she said, adding that brands are visible “because of the journalists and the attention you give to those brands”.

Daniel Obi, Chairman of BJAN, welcomed attendees to the pivotal conference, emphasising that AI is transforming how the industry creates, communicates, plans, measures, and engages.

He stressed that professionals, including journalists and regulators “must understand this technology deeply enough to use it ethically, strategically, and intelligently”.

The core discussion focused on Artificial Intelligence, which speakers agreed is no longer a future prospect but the current reality.

Bethel Obioma, Head of Corporate Communications at Sahara Group, described the present landscape as “an equilibrium where disruption meets opportunity”. He strongly advised emerging professionals, stating, “The human edge will always trump anything else.” He asserted that while AI can handle tasks such as scaling, data analysis, and initial drafting, human practitioners must oversee strategy, creative decisions, and emotional nuances.

Mr. Obioma cautioned against relying solely on AI outputs, warning that AI-generated stories or pitches often miss the crucial “why” and lack the emotional and cultural context specific to the Nigerian market. For example, AI might fail to anticipate cultural backlash triggered by subtle emotional cues or the use of culturally sensitive language.

To leverage AI effectively, Mr. Obioma outlined a three-pronged framework for journalists and marketers: Discovery, Smoothly (The Human Edge), and Mastery. He urged journalists to actively learn about AI tools, understanding what AI is, its limitations, and which specific tools to use for tasks such as writing or data analysis.

Explaining “Smoothly (The Human Edge)”, he advised applying critical thinking to AI outputs, interrogating results, and contextualising them with real-world business insights and local nuances. Journalists must ask: “Why?” and “Is this true?”.

Regarding “Mastery”, he explained that taking command of AI, integrating insights within one’s own business metrics, and delivering authentic, high-quality work are essential. Mr. Obioma summarised, “AI only takes you to the bus stop; you need to start the vehicle and move on to the next stage”.

The speakers also emphasised that AI amplifies the need for vigilance, particularly against misinformation and bias.

Delivering insights on behalf of Dr. Cherry Eromosele, Executive Vice President of Interswitch Group, Tomi Ogunlesi, Divisional Head of Brands, Communications, Content & CSR at Interswitch, highlighted that in the new marketing trinity, Data is the fuel, Creativity is the spark, and AI is the multiplier. Yet, she underscored that despite technological advancements, human elements remain irreplaceable. “Human skills define the why and the soul of the brand,” the presentation stated.

Dr. Eromosele’s recommendations for the advancing brand journalist included strengthening investigative skills, fostering collaboration rather than competition, and paying close attention to detail. She warned against the ethical risks of publishing AI-generated content without diligent review, citing instances where major publications outsourced content creation only to publish glaring errors.