The New Marketing DNA: How Nigerian Professionals Can Reinvent Their Roles In The AI Age

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AI Disrupting Marketing Since 1861

“These days, I find myself undertaking simple tasks I would typically leave to one of our agencies. Because I am particular about the kind of messages we put out there, I often spend my spare time crafting copies and brainstorming ideas, especially for our corporate brand. This is something that would otherwise involve unnecessary invoice exchanges, particularly since we’ve taken some of these agencies off retainer. I do all this sometimes while being driven home from work. I am comfortable with my ChatGPT, Claude AI, Midjourney, Grammarly, and other tools. So, yes, AI has changed the face of marketing as we know it—forever.”

The above statement comes from a marketing leader at one of Nigeria’s leading FMCG companies. Indeed, this sentiment aligns with a 2023 Sprout Social Index report, which revealed that “81% of 900 marketers surveyed say AI has already had a positive impact on their work. Seventy-eight percent feel AI has benefited them in creative areas like content ideation, and another 73% report a positive impact on productivity.” Additionally, a Gartner report predicts that by 2025, large organizations will generate 30% of outbound marketing messages through AI, up from less than 2% in 2022.

For marketers, the rise of AI presents both an opportunity and a challenge. It is a powerful tool that promises efficiency and creativity, yet it raises questions about the future of human roles in the field. From OpenAI’s ChatGPT to Microsoft’s Copilot, Google’s Gemini, and now China’s DeepSeek, the future of marketing is set for even greater disruption.

However, marketers are no strangers to technological or AI disruption. In fact, AI has been around since the 19th century. In 1861, the first weather forecast published in London’s The Times likely influenced the purchase of an umbrella or two and perhaps, a pair of rain boots or two. By the 1950s and 1960s, AI began to make its presence felt in marketing. Early applications focused primarily on data analysis and customer segmentation, enabling businesses to make data-driven decisions and target customers more effectively.

In Nigeria, the adoption of AI in marketing is both an exciting opportunity and a unique challenge. With a booming digital economy, high internet penetration, and a growing middle class, Nigeria offers fertile ground for AI-driven marketing innovations.

Experts Speak on How AI is Disrupting Their Subsectors

What are experts in Nigeria’s marketing communication industry saying about how AI is disrupting their spaces? Dr. Emmanuel Agu, a senior faculty lecturer at the prestigious Rome Business School and a seasoned marketing leader who has traversed the ‘omnibus’ beverage sector, captures the AI disruption this way: “AI is fundamentally transforming the marketing communication ecosystem in Nigeria by enhancing personalization, optimizing resource allocation, and driving data-driven decision-making.”

Sherif Akinpelu, a global strategy consultant and founder of Strategy Trybe, adds: “AI is currently increasing our speed to market. It fast-tracks the entire marketing process, from monitoring category trends to spotting opportunities, crafting briefs, brainstorming, processing data, summarizing reports, and writing. In short, it saves time and money.”

Mr. Stanislaus Martins, a marketing and technology expert and President of the Association of Digital Marketing Professionals (ADMARP), notes: “AI empowers brands to deliver targeted messages, predict consumer behavior, and optimize campaigns in real-time, making marketing more efficient and impactful.”

From the creative advertising subsector, it is no different. Highlighting the advantage of AI, Chairman of the International Advertising  Association (Nigerian Chapter), Steve Babaeko who is also the  CEO/CCO of X3M Ideas at a recent event said “using AI is no longer about creativity but enhancing creativity with data analytics.”

Abu Esther, a marketing communications expert leading the marketing efforts at one of Nigeria’s leading Quick Service Restaurant (QSR) companies, highlights how AI is revolutionizing marketing communications by enhancing personalization and automation. “It enables brands, including QSRs, to analyze consumer behavior, optimize ad targeting, and automate customer engagement through AI-powered chatbots and recommendation engines. AI is also improving content creation, social media management, and predictive analytics, allowing for more efficient marketing strategies.”

Kingsley Onwukaeme, a location marketing expert and founder of the OOH Academy, emphasizes that the out-of-home (OOH) sector is not immune to AI’s disruption. “From hyper-personalization to smarter OOH media planning, AI is actively transforming the marketing communication ecosystem in Nigeria by enhancing efficiency, reducing costs, and improving engagement.”

He adds: “The OOH industry, in particular, is seeing a surge in AI-powered solutions for audience measurement and performance tracking, paving the way for more data-driven decision-making. The future of marketing in Nigeria is AI-powered, and the possibilities are endless.”

Abayomi Ayoola, an experiential marketing expert and MD/CEO, Expose Marketing Solutions, also noted that AI has impacted the experiential marketing space. He emphasizes, “the growing investment in AI-powered tools has streamlined customer engagements and content creation processes, which is presently fading out stereotypes within the industry”

Specific Areas of Impact

As experts have noted, artificial intelligence offers an unprecedented ability to analyze data, predict trends, and create hyper-personalized customer experiences. Indeed, marketing has evolved from broad, one-size-fits-all messaging into a precise science where brands interact with customers on a deeply individualized level.

Dr. Agu outlines several areas where AI has brought disruption, particularly in the Nigerian market. One key area is personalized customer experiences. “AI enables brands to deliver hyper-personalized content by analyzing customer behavior, preferences, and purchasing patterns. Tools like chatbots, recommendation engines, and predictive analytics allow companies to engage audiences in real-time and foster deeper connections, especially in Nigeria, where mobile penetration is high, with close to 70 million smartphone users, and digital platforms are increasingly the preferred communication channels.”

He cites Flutterwave, a fintech giant, as an example. “Flutterwave uses AI-driven tools to analyze customer transaction data and behaviors. This analysis enables them to send tailored notifications about promotions, discounts, and services, improving customer retention and engagement.”

Another example is Netflix, which uses AI-powered recommendation algorithms to suggest personalized content based on viewing history and preferences. Nigerian streaming platforms, like IROKOtv, are adopting similar AI models to enhance user experience.

AI is also disrupting content creation and automation. “AI tools like Natural Language Processing (NLP) and image generation have streamlined content creation, making it easier to produce high-quality, culturally relevant campaigns that resonate with Nigerian audiences. This has democratized creativity and reduced production costs for brands and agencies,” Dr. Agu explains.

He highlights Guinness Nigeria as an example. “Guinness Nigeria leverages NLP to create culturally relevant campaigns. For instance, the ‘Black Shines Brightest’ campaign incorporated elements of Nigerian culture while using AI insights to determine trends and content types that resonate with audiences. Similarly, Coca-Cola uses AI to generate dynamic video and image ads tailored to specific demographics, a trend Nigerian brands are gradually adopting to appeal to diverse cultural segments.”

Audience targeting and insights are another area of disruption. “With AI-driven analytics, marketers can extract actionable insights from vast amounts of data. In Nigeria, where different demographics and regional nuances exist, AI helps brands segment audiences more effectively, ensuring campaigns are targeted and impactful,” Dr. Agu notes.

He points to Jumia as an example. “Jumia uses AI to segment customers based on browsing and purchasing habits. This allows the platform to offer personalized product recommendations, targeted promotions, and tailored advertising campaigns, ensuring higher conversion rates. Amazon’s AI tools analyze vast amounts of customer data for granular audience segmentation, helping shape highly targeted marketing strategies. Nigerian platforms like Konga are beginning to implement similar AI-driven audience insights.”

AI has also enhanced efficiency in advertising. “Programmatic advertising powered by AI allows brands to reach the right audience at the right time, optimizing ad spend and improving ROI. This is especially critical in a price-sensitive market like Nigeria, where marketers must balance innovation with budget constraints,” Dr. Agu explains.

Customer support and engagement are additional areas of disruption. “AI-driven chatbots and virtual assistants have revolutionized customer service. In Nigeria, these tools bridge gaps in 24/7 customer engagement, particularly for financial institutions, telecoms, and e-commerce platforms,” Dr. Agu notes. He highlights Access Bank’s AI-driven chatbot, “Tamara,” as an example. “Tamara provides 24/7 customer support, handling inquiries, resolving complaints, and guiding users through banking services. United Bank for Africa (UBA) has Leo, among others. Similarly, Nigerian banks like GTBank and FirstBank are expanding their use of AI chatbots to replicate global standards.”

AI has also led to what Dr. Agu describes as data democratization in marketing. “AI tools have made data analysis accessible to SMEs and startups, empowering smaller businesses in Nigeria to compete with larger players by leveraging insights for strategic marketing campaigns. Nigerian SMEs like food delivery startups use AI tools like Hootsuite and Canva to analyze social media data and design affordable campaigns using tools like Midjourney and ChatGPT. These tools allow smaller players to compete with larger brands by identifying trends and optimizing content strategies.”

What Professionals Must Do to Stay Relevant and Ahead of the Curve

In a Forbes article titled “Will AI Lead To The End Of Marketing Jobs?” Mike Maynard, CEO of Napier, argues that AI will inevitably replace aspects of traditional marketing. However, he notes, “it will probably be the tedious, mundane tasks, like analytics, that most of us aren’t particularly enthusiastic about anyway. The truth is that although AI can automate certain tasks and improve efficiency, it is unlikely to completely replace marketing teams for the foreseeable future.”

While AI will replace some jobs, experts agree that it will still rely on the human touch. “I think we should see AI as a friendly, powerful tool for everything from optimizing campaigns to exploring new avenues for lead generation, not a merciless rival hell-bent on eliminating the marketing profession,” Maynard explains.

Indeed, data-derived strategies can be informed by AI, but AI cannot make the ultimate decision on whether to implement them. Marketing has always required astute decision-makers. AI will enable those decision-makers to make more decisions faster, with better information.

Humans excel at understanding nuance, context, and subtlety. Most marketers are (or should be) reasonably good at relationship building. AI will likely always lack the emotional intelligence to handle interpersonal relationships, which is key to personal and professional marketing success. Additionally, AI is not infallible; many are familiar with “AI hallucinations,” where AI invents something untrue.

Mustapha Owolabi is one of Nigeria’s most respected experiential experts. Mustapha who is the MD/CEO of MAXX Connection affirms, “…AI and tech tools are going to be replacing our work anytime soon, rather is also going to make our work more efficient, effective and even more fun because a lot of things we couldn’t achieve in the past, the robots are now making it happen.”

Indeed, while AI can inform data-derived strategies, it cannot make ultimate implementation decisions. Marketing has always required astute decision-makers, and AI will simply enable faster, better-informed decisions. Humans excel at understanding nuance, context, and subtlety, and possess the emotional intelligence crucial for relationship building – something AI currently lacks. Moreover, AI isn’t infallible, as evidenced by “AI hallucinations,” where AI generates inaccurate information.

Kingsley Okoro, Founder and CEO of Valve Tech, advises professionals to embrace AI as a tool to make their work easier and faster. “Professionals in the marketing industry must learn to use AI to enhance their job efficiency. It’s similar to using a calculator when solving mathematical problems. AI can help with graphics, videos, and text content, but these materials will still require the professional touch only you can bring to the table.”

Basic knowledge of marketing, communications, sales, and other allied expertise will always remain the foundation upon which AI finds meaning. As Akinpelu notes, “Professionals need to fundamentally understand the foundations of marketing and their respective niches (advertising, digital, media, PR, research, copywriting, experiential, business planning, etc.). This is because AI is not always correct, and you can only spot its errors based on your experience and knowledge of the subject matter.”

The best time to master AI for marketing excellence was a few years ago. The next best time is now. As Mr. Stanislaus reveals, “All professionals should start developing skills in data analysis, AI tool usage, and digital literacy to leverage AI. Marketers simply cannot afford to wait any longer. Additionally, creativity, strategic and analytical thinking, and adaptability are crucial to integrating AI insights into innovative marketing strategies.”

For Onwukaeme, professionals need a mix of data literacy, AI tool proficiency, and strategic thinking. “Key skills include analyzing consumer data, using AI-driven automation for content creation and personalization (e.g., ChatGPT), and optimizing media planning, especially in OOH advertising (e.g., geolocation and traffic analytics). Understanding machine learning, predictive analytics, and AI-powered audience measurement is crucial for refining campaigns and maximizing ROI. AI is not here to replace marketers but to enhance their decision-making and creativity. Marketers who upskill in AI-driven analytics, content personalization, and automation will gain a competitive edge in Nigeria’s fast-evolving digital and OOH landscape.”

Indeed, all experts agree that creativity is the lifeblood of marketing. While success can be measured in numbers, it all starts with a creative spark—something humans excel at. As Maynard explains, “We have the capacity for empathy, and empathizing with a client’s audience is job number one. AI, on the other hand, does not have that capacity.”

The same view is expressed by Ayobami when he stated, “it is crucial that marketing professionals develop skills in data analysis, machine learning, and programming languages – even if this is basal knowledge as this increases their chances of being fluid in providing tangible solutions to a wide range of industries as representative of their clientele.”

Ethical Considerations for Professionals Using AI

What ethical considerations must marketing professionals keep in mind when using AI? Stanislaus emphasizes the importance of protecting people’s data. “When using AI in marketing in Nigeria—or anywhere in the world—it’s important to protect people’s data, avoid unfair biases in AI systems, and be clear about how data is used. Marketers need to be transparent in their usage and respect local cultures and regulations.”

Sherif Akinpelu stresses the importance of referencing the source of AI-generated work to avoid litigation. “Indicate that it is AI-generated. Additionally, marketing communication professionals should undergo intellectual property training and ensure it covers AI and what they need to know about it.”

Abu Esther further buttresses this: “Are there laws in Nigeria from bodies like the Advertising Regulatory Council of Nigeria (ARCON), Nigeria’s data protection laws (e.g., NDPR), or the Federal Competition & Consumer Protection Commission (FCCPC) regarding the usage of AI? Professionals must find out and comply accordingly.” She further emphasizes maintaining balance between AI automation and human intervention to preserve brand authenticity and prevent misinformation. This balance ensures that while leveraging AI’s capabilities, marketing maintains its human touch and ethical integrity.

Professionals need to value transparency, accountability, and fairness in data collection and usage. Ayobami also explains the need to prioritise protecting customers’ privacy, avoiding biases in AI algorithms, and maintaining human oversight in all AI-driven decision-making processes. “We need to value transparency, accountability, and fairness in data collection and usage. We must prioritize protecting the customer’s privacy, avoiding biases in AI algorithms, and maintaining human oversight in all our AI-driven decision-making processes. Doing all these, the integration of Ai becomes an asset to the industry than a burden,” he said.

Looking Ahead

Looking ahead, success in marketing will belong to those who master the delicate balance between technological prowess and human intuition. As Sheriff puts it, “AI is indeed a superpower, but you are more powerful than it is. This is because the quality of output you get from it is directly proportional to how informed, knowledgeable, and experienced you are.”

Indeed, as AI tools become more sophisticated, the true differentiator will be how marketers leverage these tools while maintaining authentic connections with their audiences. The future belongs not to those who simply adopt AI, but to those who harness it thoughtfully, ethically, and creatively to tell stories that resonate with the human spirit.

In this new frontier of marketing, the question is no longer whether to embrace AI, but how to embrace it while staying true to the fundamental principles of human connection and creativity that have always been at the heart of great marketing.

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