The publisher of Brand Communicator and Co-convener of MarkHack, Joshua Ajayi, has said that Nigeria’s marketing industry must move beyond conversations about artificial intelligence tools and begin to address their impact on culture, identity, and human experience.
Speaking at the grand finale of MarkHack 5.0, Ajayi said the rapid adoption of AI across marketing, media and business requires industry leaders to focus not only on technological capabilities but also on how algorithms are shaping society and consumer behaviour.
“This year, we pivot the conversation from gadgets and features to meaning and impact,” Ajayi said during his welcome address. “We are convened to consider how algorithms influence identity, values and daily life, and to chart how brands, creators and institutions across Africa can steward technology in the service of people, not the other way around.”
His remarks reflected a growing concern among marketing professionals that, while AI is transforming content creation, customer engagement, and campaign execution, the industry must ensure that innovation does not come at the expense of cultural relevance and human connection.
Held under the theme, “The Culture Algorithm: AI × Human Experience,” MarkHack 5.0 brought together marketers, technology innovators, policymakers, agency executives and creators to examine the evolving relationship between artificial intelligence and consumer experience.
Ajayi noted that the event has evolved significantly since its inception, growing from a startup-focused hackathon into a leading thought-leadership platform at the intersection of marketing, media and technology.
According to him, MarkHack has become a strategic meeting point where entrepreneurs, policymakers and industry stakeholders collaborate to shape the future of marketing in Nigeria and across Africa.
The conference also served as the platform for the unveiling of two major initiatives aimed at strengthening the industry’s response to AI-driven disruption.
One of the key announcements was the launch of Ad-Agency GPT, described as Africa’s first purpose-built generative AI ecosystem for advertising agencies and agency workflows. The platform is designed to support strategic planning, creative development and operational efficiency while helping agencies maintain local relevance in an increasingly automated environment.
“Ad-Agency GPT is not merely a productivity tool. It is infrastructure designed to help teams translate local nuances into world-class campaigns at remarkable speed,” Ajayi said.
Industry stakeholders believe the solution could help agencies respond to growing client demands for faster delivery, deeper consumer insights and more measurable business outcomes.
MarkHack 5.0 also witnessed the launch of the CMO Circle, an executive forum established to strengthen the influence and relevance of marketing leaders within organisations.
Ajayi explained that the initiative was created to provide a platform where chief marketing officers and senior executives can address questions around authority, business impact and leadership as organisations navigate rapid technological change.
“The CMO Circle creates a rare space for senior marketers to interrogate relevance, authority and impact in an era of rapid disruption,” he said.
Beyond the product launches and the presentation of the second edition of the Nigeria MarTech Awards, the event reinforced a broader industry message: technology alone will not determine the future of marketing.
