The Managing Partner & Chief Executive Office of MediaFuse Dentsu HoldCo Ltd, Mr. Emeka Okeke has stated that AI capabilities cannot replace the human ability to think and be creative as creativity is the lifeblood of marketing regardless of the numbers of AI propagates.
The marketing communications practitioner made this known during his presentation as the keynote speaker at the 2023 Innovention Roundtable organized by marketing communications firm, Verdant Zeal Group with the theme “Artificial Intelligence and the Future of Marketing Communications”.
While giving his keynote speech, Okeke said “AI will replace large analytical processes in marketing, not empathy. Marketers need to adapt and adopt AI to stay relevant in the business”
In his presentation, he made the case for the need to explore the use of artificial intelligence in impacting and transforming the field of marketing communications.
He revealed that AI is automating a lot of tasks and therefore comes with a lot of potentials to revolutionise marketing.
However, he added that AI is not a replacement for human expertise and creativity. “Artificial Intelligence can only enhance people’s potentials but NOT replace it.”
Highlighting how Artificial Intelligence can be leveraged to drive growth, innovation, and positive change, Okeke said predictive analytics for better decision-making, efficiency, teaming, personalization, and voice search optimization are some of the trends of AI that can be used in marketing.
His words: “AI is used to augment and enhance teams for increased productivity and ultimately on involvement by helping the creative industry to embrace the way we work in prioritizing and investing in a strategy, ideation, tracks shot that are often short-changed due to timing and cost pressures”
He added generative AI is valuable, especially for conceptualization ad visualization stages such as script generation, mood board, and concepts which can be made in a fraction of the time and costs. “AI delivers personalization without the reliance on third-party cookies. Today, marketers have the ability to leverage tailored experiences across channels based on what we know about the people while consulting relevant legal terms to ensure we follow best practices.”
“This is possible and powered by market-leading data partnerships and exclusive global panel data to connect audiences to media activation and deliver outstanding business outcomes.” He added.
Additionally, the keynote speaker revealed that AI is transforming the out-of-home industry through its facial recognition tech which can analyse the demographic makeup of pedestrian traffic passing by the boards.
“AI can also optimize the timing and display of specific materials for maximum impact, as well as facilitate dynamic messaging that enables businesses get the best value out of their OOH advertising spend.”
However, as an industry, our ability to combine the power of generative AI with human creativity and intuition is the key to achieving modern creativity and powering our clients into the future.
The panel discussions moderated by the managing director of AT3 resources, Tosin Adefeko had Wale Ekundayo, the founder of Cerebre Media Africa and Damilola Oluwatunmise, the founder of Code School Africa engaged both the private and public and private interest owners in robust conversations on the opportunities and challenges of AI and beyond.
In his remarks, the Chief Operating Officer, Verdant Zeal Group Ltd, Dipo Adesida appreciated all that attended especially the speakers for their contributions.