AI opens new frontiers in marketing workflows, experts say at BJAN

Divisional Head, Brands, Communications, Content & CSR at Interswitch, Tomi Ogunlesi; Head of Corporate Communications, Sahara Group, Bethel Obioma; Group Managing Director, SO&U, Udeme Ufot; and Chairman, Brand Journalists Association of Nigeria (BJAN), Daniel Obi, at the 2025 BJAN Conference in Lagos

Stanley Ihedigbo

At the recently concluded 13th annual conference of the Brand Journalists Association of Nigeria (BJAN) in Lagos, stakeholders delved into the sweeping disruptions and emerging opportunities that Artificial Intelligence (AI) is unleashing across the marketing and communications industry.

The event, themed “AI and the Future of Marketing Workflow: Disruption or Opportunity,” brought together regulators, industry veterans, and tech innovators, who unanimously agreed that survival in the new era depends on ethical application and human mastery of the technology.

In his welcome address, BJAN Chairman, Daniel Obi, set the tone for the discussion, noting that the marketing and communications landscape “is undergoing a profound shift driven by the rapid advancement of artificial intelligence.”

He explained how AI is transforming processes across the board—from content generation to personalised advertising—challenging old models and shaping new possibilities.

Obi emphasised that the theme “captures not only the excitement but also the responsibility placed on professionals in our sector,” adding that practitioners must use the technology “ethically, strategically and intelligently.”

Group Chief Executive Officer of SO&U Limited and Chairman of the occasion, Udeme Ufot, echoed this dual perspective, stating that “AI brings both disruption and opportunity.”

While acknowledging that the technology disrupts legacy systems, he added that “it also offers new possibilities, greater efficiency, deeper insights, faster processes, and more personalised communication than ever before.”

Ufot stressed that the pressing question is no longer whether “AI will transform our industry,” but how professionals “will be responsive.”

Ultimately, he advised the audience that professionals “must see AI as an enabler, not first as a threat,” and must build new skills anchored in strong ethical standards.

The Advertising Regulatory Council of Nigeria (ARCON), represented by Dr Susan Ngozi Agbo, Director of the Registration Directorate, presented the regulatory position. Speaking on behalf of Dr Lekan Fadolapo, Director-General of ARCON, Dr Agbo noted that AI is “already revolutionising the marketing workflow, presenting both disruptions and opportunities.”

However, she expressed serious concerns about preserving local norms and ethics. Dr Agbo insisted that “the ethical standard of marketing communication is what will ensure that we all continue to be one Nigerian so that we do not break that which makes us thick as a nation.”

She warned that if AI is used without proper checks, “there will be anarchy in the system.”

Consequently, she urged practitioners to “always self-censor yourself in anything you are churning out” to ensure compliance with advertising standards.

She also revealed that ARCON has developed a Nigerian stock image bank, explaining that if practitioners choose not to use Nigerian faces, they will be required to provide “variations and reasons why” they are using other stock imagery.

Bethel Obioma, 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 said that professionals in this field have “an opportunity to have multiple expressions.”

Obioma further noted that effective communicators are “exceptional at different things” because they acquire “a bit of the IQ of everything and put it together in a way no one can ever express it,” which is what enables a marketer to stand out.

He cautioned against relying solely on technology, saying the key differentiator is that “the human edge will always trump anything else.”
This human capacity, he added, is essential for transforming AI-generated outputs into actionable excellence.

Corroborating this strategic view, Executive Vice President/Group Head, Marketing & Corporate Communications at Interswitch, Cherry Eromosele—whose presentation was delivered by Divisional Head, Brands, Communications, Content & CSR, Tomi Ogunlesi—highlighted the convergence of various professional paths in today’s landscape.

She observed that whether one is “a journalist, in media, in advertising, or a junior brand manager, the insights will converge.”

This convergence, she explained, is powered by what she described as the “New Marketing Trinity.” In this framework, “Data has always been the fuel,” “Creativity is the spark,” and AI serves as “the multiplier.”

She stressed that technology has fundamentally shifted media consumption, noting that “everybody’s screen has now become their network,” making traditional mass communication less effective as the industry transitions toward precision communication.

Offering a stark reality check, Segun Umoru, Senior AI and ML Engineer at Optimus AI Labs, confirmed during a panel session that “AI will take over some jobs; I mean, that’s the truth.”

He noted that workforce reductions are already occurring outside Nigeria as agentic AI solutions automate tasks previously handled by junior personnel.

Umoru warned that in 2026, “there’s going to be a lot of jobs affected,” explaining that lean startups are now running marketing, content creation, graphics, and web design with minimal staff using AI-driven systems.

Despite the disruptive potential, panellists emphasised the critical role of human intellect and expertise. Emma Adeniran, Business Unit Director at +Aculty Limited, commented on the high adoption rate among Nigerian professionals, noting that “the penetration is high and it will continue to get deeper.”

He argued that AI has “democratised a whole lot of things,” raising industry standards and requiring professionals to “move… a lot higher.”

The conference was attended by industry leaders, policymakers, marketing professionals, and students.