By Winifred Bosa
13th annual conference of the Brand Journalists Association of Nigeria (BJAN) recently concluded in Lagos, addressing the seismic impact of Artificial Intelligence (AI) on the marketing and communications landscape. The event, themed “AI and Future of Marketing Workflow: Disruption or Opportunity,” brought together regulators, industry veterans, and tech innovators who unanimously agreed that survival depends on ethical application and human ‘mastery’ of the new technology.
In his welcome address, Daniel Obi, BJAN Chairman, set the tone for the discussion, observing that the world of marketing and communication “is undergoing a profound shift driven by the rapid advancement of artificial intelligence”.
He detailed how AI is transforming processes across the board, from content generation to personalised advertising, challenging old models and shaping new possibilities.
Mr Obi emphasised that the theme “captures not only the excitement but also the responsibility placed on professionals in our sector,” requiring them to use the technology “ethically, strategically and intelligently”.
Udeme Ufot, Group Chief Executive Officer of SO&U Limited and Chairman of the occasion, echoed this dual perspective, stating plainly that “AI brings both disruption and opportunity”.
He acknowledged that while the technology burdens old systems, “it also offers new possibilities, greater efficiency, deeper insights, faster processes, and more personalised communication than ever before”.
Mr Ufot stressed that the key question for professionals is no longer whether “AI will transform our industry,” but rather how they “will be responsive”.
Ultimately, he advised the audience that professionals “must see AI and enabler not the first [a threat]” and build new skills alongside strong ethical standards.
The Advertising Regulatory Council of Nigeria (ARCON), represented by Dr. Susan Ngozi Agbo (Director, Registration Directorate), presented the regulatory stance. Speaking on behalf of Dr. Lekan Fadolapo, Director-General of ARCON, Dr Agbo noted that AI is “already revolutionalising the marketing workflow, presenting both disruptions and opportunities”.
However, the regulator expressed serious concerns about maintaining local norms and ethics. Dr Agbo insisted that “the ethical standard of marketing communication is what to ensure that we all continue to be one Nigerian so that we will not break that which makes us thick as a nation”.
She warned that if AI is allowed to be used unchecked, “there will be anarchy in the system”.
Consequently, she called on practitioners to “always self censor yourself in anything you are churning out” to ensure conformity to the norms of advertising practice. Furthermore, ARCON has developed a stock image bank for Nigerians, meaning if practitioners cannot use the beautiful faces of Nigerians, they will need to provide “variations and reasons why” they are using stock imagery.
Bethel Obioma, the Head of Corporate Communications at Sahara Group, emphasised that while technological disruption is inevitable, the inherent value of human creativity and insight remains paramount. He noted that professionals in this field gain “an opportunity to have multiple expressions”.
Mr Obioma elaborated that effective communicators are “exceptional at different things” because they are able to acquire “a best IQ of everything and put it together in a way no one can ever express it,” which is what allows a marketer to truly stand out.
He strongly cautioned against relying solely on technology, asserting that the crucial differentiating factor is that “the human edge will always trump anything else”.
This human capacity is essential for transforming AI-generated outputs into actionable excellence.
Corroborating this strategic view, Cherry Eromosele, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch, whose presentation was delivered by Tomi Ogunlesi, Divisional Head, Brands, Communications, Content & CSR, highlighted the convergence of various professional paths in today’s landscape.
She observed that whether one is “a journalist, whether you’re in media or in advertising or you’re a junior brand manager, the insights will converge”.
This convergence is now powered by what she termed the ‘New Marketing Trinity’. In this powerful strategic framework, Eromosele explained that “Data has always been the.fuel” that ignites efforts, while “Creativity is the spark,” and AI acts as “the multiplier”.
She stressed how technology has fundamentally shifted media consumption, noting that “everybody’s screen has now become their network,” rendering traditional mass communication less effective as it transitions toward precision communication.
Offering a stark reality check, Segun Umoru, Senior AI and ML Engineer at Optimus AI Labs, during the panel session confirmed that “AI will take over some jobs; I mean that’s the truth”.
He noted that this reduction in workforce is already happening outside Nigeria due to agentic solutions automating tasks that previously required junior personnel. Mr Umoru warned that in 2026, “there’s going to be a lot of jobs affected,” citing how lean startups are now successfully running marketing, content creation, graphics, and web design with minimal staff using these solutions.
Despite the disruptive potential, panellists emphasised the critical role of human intellect and skill. Emma Adeniran, Business Unit Director at +Aculty Limited, commented on the high adoption rate among professionals in Nigeria, noting that “the penetration is high and it will continue to get deeper”.
He argued that AI has “made a whole lot of things democratized,” thereby ensuring that “the standard has been elevated,” meaning professionals need to “move… a lot higher”.
The conference was attended by industry leaders, policymakers, marketing professionals, and students.
