The Brand Journalists Association of Nigeria (BJAN) successfully held its 2025 Annual Brands & Marketing Conference in Lagos, convening a broad cross-section of industry leaders, policymakers, marketing professionals, and students. The conference, themed *“Artificial Intelligence (AI) and Future of Marketing Workflow: Disruption or Opportunity,”* focused on the opportunities and ethical challenges posed by AI in marketing and communications.
In his opening remarks, BJAN Chairman Daniel Obi described AI as a transformative force that is reshaping how marketing professionals “create, communicate, plan, measure, and engage.” He emphasized that AI offers both excitement and responsibility, urging professionals to understand the technology deeply to ensure its ethical and strategic use.
“AI is not a distant future; it is our present reality,” Obi noted. “As marketers, our responsibility is to integrate AI in ways that maintain creativity, trust, and human values at the heart of every communication strategy.”
Udeme Ufot, Group Managing Director of SO&U and Chairman of the Conference, hailed BJAN for sustaining a vital platform for industry dialogue. Drawing from his decades-long career in advertising, Ufot described AI not as a threat but as an “enabler,” stressing the need for professionals to embrace technological tools to enhance creativity and consumer engagement.
Regulatory Insights
From a regulatory perspective, Dr. Lekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), represented by Suzzy Abbor, emphasized the urgency of upskilling marketing professionals to keep pace with AI-driven tools. She highlighted ARCON’s efforts to develop a ‘stock image bank’ to guide content creation and mitigate risks associated with unregulated AI-generated materials in Nigeria’s diverse media landscape.
The Human Touch Remains Critical
The keynote address, delivered by Bethel Obioma, Head of Corporate Communications at Sahara Group, underscored the indispensable role of human judgment in AI-enhanced marketing. He introduced the concept of ‘Mastery’ over AI, emphasizing that while AI can rapidly generate ideas, human oversight ensures emotional depth, authenticity, and ethical compliance.
“AI can give you 50 headline ideas in minutes, but it cannot replicate human emotion or insight,” Obioma said. “Professionals must question AI outputs and add their own perspective—otherwise, it’s merely mimicry, not creativity. Remember, AI is not coming for your job; you are the master of AI.”
Dr. Cherry Eromosele, Group Executive Vice President of Interswitch Group, also spoke at the conference, providing historical context on how technology has reshaped marketing communications. She cited the BBC’s “Newslabs” initiative, where AI processed 2 million documents for the Paradise Papers investigation, enabling journalists to uncover critical stories faster by offloading repetitive data work to machines.
“AI acts as an investigative partner, not a replacement. Professionals who embrace AI ethically and continue to develop skills will thrive in a rapidly changing marketing landscape,” Eromosele said.
The Way Forward
The conference concluded with a strong call for disciplined, ethical, and collaborative adoption of AI within the marketing industry. Experts agreed that technology should enhance, not compromise, the quality, integrity, and human-centered values of marketing communications in Nigeria.
Industry leaders at BJAN 2025 Brands & Marketing Conference emphasize ethical AI use, human oversight, and skill development to shape Nigeria’s marketing future.
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