Artificial Intelligence (AI) has moved beyond the realm of theoretical future-speak. It is now firmly entrenched as a defining factor in Nigeria’s advertising landscape, bringing with it both unprecedented prospects and profound disruptive challenges.
This was the resounding consensus among critical stakeholders in the nation’s marketing communication ecosystem who gathered in Lagos over the weekend for the annual conference of the Brand Journalists’ Association of Nigeria (BJAN).
The conference provided a vital platform for practitioners, regulators, and brand writers to examine the immediate and long-term implications of AI integration.
The central, binding thread of the discussions was that the industry must either embrace this technological reality and thrive, or risk being left behind.
Setting the stage for the rigorous debate, Mr Udeme Ufot, the Group Managing Director of SO&U, painted a picture of an industry at a critical inflexion point.
He emphasised that the central question is no longer about whether AI will transform the sector, but rather how quickly and comprehensively that transformation will occur.
“The question is no longer if AI will transform the industry, but how? And that is why marketing communication practitioners, and even brand journalists, must brace up for these new challenges,” Ufot stated, issuing a call for readiness across the board.
For practitioners, the prospects identified by the veteran adman are substantial, primarily revolving around increased operational efficiency and significantly faster processes.
AI is expected to streamline labour-intensive tasks, freeing up human talent to focus on strategic and creative oversight.
However, Ufot suggested that this tool must be wielded responsibly. He stressed the imperative of using AI strictly within the confines of established advertising rules and regulations to ensure the preservation of professional ethics.
Beyond the technological discourse, Ufot also took time to commend the brand journalism community for its dedication.
He attributed the increasing public recognition and respect, and the subsequent attraction of top-tier talent, that the hitherto relatively unknown industry now enjoys, largely to the media’s consistent reporting of sector activities and practitioner achievements.
“This industry will only be as good as the quality of people who practise in the industry. Because of the work you guys do, this industry has earned respect and has attracted the best of talents,” he remarked.
Ufot further challenged brand writers to actively leverage AI to enhance their own journalistic and operational capabilities.
Echoing the sentiment that AI represents an irreversible paradigm shift, Dr Lekan Fadolapo, the Director General of the Advertising Regulatory Council of Nigeria (ARCON), described the technology as the new normal that is already revolutionising the marketing communications space.
Dr Fadolapo, represented at the event by the agency’s Head of Regulation, Dr Susan Agbo, argued that businesses must adopt a proactive approach, committing resources to upscaling and retooling their workforce.
“When you talk about AI and the marketing workflow, you will find out that AI is already revolutionising the marketing workflow, presenting disruption and opportunities for businesses in Nigeria.
“A lot of opportunities abound. It calls for skill and upscaling. If you do not upscale, you are left behind,” the ARCON boss warned.
While championing the opportunities, he also issued a stern caution regarding the legal and ethical boundaries of AI usage.
The unguarded or unethical application of AI, he noted, could potentially lead to anarchy within the industry.
Reiterating ARCON’s commitment to its watchdog role, Dr Fadolapo urged brand writers, as key content creators, to adopt a strict self-censorship mechanism to ensure all materials conform meticulously to extant advertising rules and ethics.
Addressing persistent fears of widespread job displacement, a common global concern in the face of rapid AI adoption, Mr Bethel Obioma, Head of Corporate Communications for Sahara Group, offered an encouraging perspective.
He dismissed the notion that the technology itself poses an existential threat to employment.
“If anybody or anything is going to render you jobless, it is you,” Obioma asserted.
He stressed that the true vulnerability lies not in the existence of the tool, but in the individual’s lack of preparedness to adapt to the opportunities and challenges this new technology presents.
Daniel Obi, Chairman of BJAN, stressed the urgency and relevance of the conference topic. He noted that the discourse had become imperative to strategically position stakeholders, particularly brand writers, to effectively leverage AI for their professional advantage and to optimise operational efficiency within their respective domains.
“We are beginning to contend with the reality of AI technology. We believe this forum provides the opportunity for us to discuss how we can use it to our advantage and optimise our operational efficiency,” he concluded.
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