The 2025 BJAN Annual Brands & Marketing Conference in Lagos gathered industry leaders, regulators, and practitioners to examine how Artificial Intelligence is reshaping marketing and communications.
With the theme “Artificial Intelligence and Future of Marketing Workflow: Disruption or Opportunity,” speakers agreed that AI is already transforming the industry and must be approached with both enthusiasm and responsibility.
Conference Chairman and SO&U Group Managing Director, Udeme Ufot, urged stakeholders to embrace AI as an enabler rather than a threat, noting its growing influence on creativity and consumer engagement.
BJAN Chairman, Daniel Obi, echoed this, stressing that AI is redefining how brands create, plan, measure, and communicate.
He emphasized the need for professionals to integrate AI responsibly while preserving trust, creativity, and human values.
Representing ARCON’s Director-General, Suzzy Abbor highlighted the regulatory challenges of AI, especially in a diverse market like Nigeria.
She revealed that ARCON has created a “stock image bank” to guide content creators and reduce the risks associated with unregulated AI use, underscoring the need for continuous skill development in the industry.
Keynote speaker Bethel Obioma of Sahara Group underscored the irreplaceable role of human judgment, warning against overreliance on AI and unethical practices such as presenting AI-generated content as original work.
He introduced the idea of achieving “mastery” over AI—leveraging its speed while ensuring human nuance, emotion, and scrutiny remain central.
The second keynote, delivered on behalf of Interswitch’s Dr. Cherry Eromosele, highlighted how AI accelerates investigative and analytical tasks, citing the BBC’s AI-powered Paradise Papers analysis.
She maintained that AI will not replace marketers or journalists but will reward those who embrace upskilling and ethical use.
The conference closed with a collective call for discipline, collaboration, and responsible adoption to ensure AI strengthens the integrity of marketing communications.
Reporting by Sherifat Oyediran