Experts task marketing professionals, others on ethical AI use

Udeme Ufot, Group Managing Director of SO&U

Marketing and tech experts have assessed the use AI by businesses and agreed that its disruption or opportunity depends on the ethical application and human ‘mastery’ of the new technology.

The spoke at the 13th annual conference of the Brand Journalists Association of Nigeria (BJAN) recently in Lagos, with the theme: “AI and Future of Marketing Workflow: Disruption or Opportunity.”

Speaking at event, Udeme Ufot, Group Chief Executive Officer of SO&U Limited said 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”.

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 as an enabler not the first [a threat]” and build new skills alongside strong ethical standards.

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

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.

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”.

Obioma strongly cautioned against relying solely on technology, asserting that the crucial differentiating factor is that “the human edge will always trump anything else”.

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”.

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.

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