With the rapid growth of artificial intelligence (AI) reshaping numerous sectors globally, industry professionals in Nigeria are urging increased adoption of generative AI in advertising to enhance efficiency, productivity, and strategic insight. During a recent webinar organized by the Heads of Sectoral Groups (HASG), themed “The Impact of AI on Marketing Communications”, experts highlighted AI’s potential to revolutionize marketing while addressing ethical and regulatory challenges.
Dr. Tayo Oyedeji, CEO of Insight Publicis, outlined AI’s transformative impact across marketing communication functions, including account management, strategy, media, and creative direction. He stressed the importance of refining AI prompts to optimize output, noting, “AI isn’t going to take jobs, but those who learn to leverage AI will outpace others.” Oyedeji encouraged professionals to utilize AI as a tool to streamline tasks and drive creativity, a sentiment echoed by several industry voices who see AI as a means of reinforcing, rather than replacing, human ingenuity in the sector.
Eyo Ekeno, Managing Director of Redwolf Company, further explained that AI can enhance consumer insights by uncovering patterns in audience behavior, thereby enabling marketers to create targeted and resonant campaigns. “AI jumpstarts the process of brainstorming and offers deep insights about target audiences by analyzing search patterns,” Ekeno observed. His comments reflect a growing sentiment in the industry that AI can provide a powerful foundation for data-driven decisions that enhance campaign precision.
However, concerns around plagiarism, data privacy, and ethics remain significant barriers to AI adoption in marketing. Esther Obafemi, Head of Transformation & Media at FrieslandCampina WAMCO, highlighted these issues, advocating for stringent plagiarism checks and privacy tools to humanize AI-driven content and maintain authenticity. “The platform learns about you over time,” Obafemi noted, explaining that AI’s adaptability enables tailored responses. She cautioned marketers to seek consumer consent when using data for AI-driven insights, emphasizing ethical considerations as paramount in the digital age.
Maurice Ugwonoh, Creative Director at Noah’s Ark Communications, called for a balanced approach, suggesting that AI should be seen as a “co-pilot” rather than a decision-maker, augmenting rather than replacing human creativity. He underscored that clients need to be open to AI’s potential, stating that “agencies should lead AI usage but prioritize human creativity to make the final difference.”
HASG Chairman Mr. Lanre Adisa explained the rationale for organizing the webinar, emphasizing HASG’s commitment to advancing knowledge and promoting research-driven practices within Nigeria’s advertising industry. Adisa expressed optimism that dialogues like these would help regulators align AI oversight with the unique demands of Nigerian consumers and brands, fostering a regulatory framework that encourages both innovation and accountability.
As AI adoption accelerates, Nigeria’s marketing leaders aim to harness its capabilities while carefully navigating ethical concerns, setting a foundation for a transformative yet responsible future in advertising.
