MarkHack 5.0: Consumer Trust Is Declining In The Age Of AI, NIMN President Warns Marketers
The President and Chairman of the Council of the National Institute of Marketing of Nigeria (NIMN), Dr. Bolajoko Bayo-Ajayi, has warned that growing dependence on artificial intelligence and automated technologies is contributing to declining consumer trust, challenging marketers to place human connection at the centre of innovation.
Speaking at MarkHack 5.0, Nigeria’s flagship marketing technology conference, Bayo-Ajayi said the rapid integration of AI into customer engagement, data analytics and personalised experiences presents both opportunities and risks for the marketing profession.
According to her, while algorithms are helping businesses optimise processes and deliver tailored consumer experiences at unprecedented scale, the increasing saturation of technology is creating a trust deficit that marketers can no longer afford to ignore.
“We’re living in an era where the line between machine efficiency and human intention is increasingly becoming blurred,” she said. “Algorithms now optimise processes and personalised experiences at extraordinary scales. Yet, as technology becomes more pervasive, an important paradox emerges. Consumer trust is declining.”
The NIMN President described trust as the most valuable currency in today’s marketplace, noting that preserving it must become a strategic priority for marketers, innovators and technology developers.
“Trust remains the most valuable currency that we can have in the marketplace,” she said. “Our challenge is to ensure that technology enhances rather than erodes the foundation of our profession.”
Her remarks come at a time when organisations across industries are rapidly deploying artificial intelligence to improve marketing efficiency, automate customer interactions and generate content. However, Bayo-Ajayi cautioned that technology should be used to strengthen human relationships rather than replace them.
She urged practitioners to see AI as an enabler rather than a substitute for human insight, arguing that technology lacks the emotional intelligence required to fully understand consumer motivations.
“AI can process data at breathtaking speeds, but it cannot feel. It cannot understand the ‘why,” she said. “As marketers, we must see the algorithm as a co-pilot, not the pilot itself.”
Drawing from her early career experiences, Bayo-Ajayi noted that understanding consumer behaviour has always depended on uncovering deeper motivations and emotional drivers, a process that requires empathy and critical thinking beyond data analysis.
She challenged marketers and technology developers to build systems that do more than communicate with consumers.
“Don’t just build systems that speak to people. Build systems that engage with people. Systems that listen. Systems that foster trust,” she said. “When technology respects the humanity of the person at the other end of the screen, you’re not just maximising the funnel; you’re building the relationship.”
Bayo-Ajayi also commended MarkHack for creating a platform where marketing, technology and innovation intersect, describing the initiative as an important driver of industry growth since its launch in 2022.
She reaffirmed NIMN’s commitment to supporting innovation within the marketing ecosystem but stressed that future success would depend on balancing technological advancement with authentic human storytelling.
“Prioritise the human element,” she advised participants. “Let your work be defined not just by efficiency or skill, but by the lives you touch, the communities you build and the authentic stories you present.”
For industry stakeholders gathered at MarkHack 5.0, her message reinforced a growing consensus that as AI adoption accelerates, the future of marketing will belong not only to organisations with the best technology, but also to those that earn and sustain consumer trust.
