By Daphne Uduneje
The growing influence of Artificial Intelligence (AI) on the advertising and marketing industry is set to take centre stage as the Brand Journalists Association of Nigeria (BJAN) prepares to host its 2026 Annual Brands and Marketing Conference, with the Group Chief Executive Officer of Prima Garnet, Mr. Lolu Akinwunmi, scheduled to deliver the keynote address.
The conference, slated for Friday, November 6, 2026, in Lagos, will examine the disruptive impact of emerging technologies on conventional advertising models and the implications for creative agencies, brand owners and marketing professionals.
With the theme, “Advertising in Nigeria & AI: Who Needs Creative Agencies?”, the gathering will bring together leading professionals in advertising, marketing, brand communication, corporate affairs and technology to interrogate the changing dynamics of the industry and the future relevance of creative agencies in an increasingly technology-driven marketplace.
Akinwunmi, who heads Prima Garnet, is expected to provide industry perspectives on how AI is reshaping advertising practice, particularly the opportunities and challenges it presents for creative agencies and the wider marketing communications ecosystem.
His keynote address will form part of broader discussions on the growing integration of AI into advertising strategies, content development, consumer engagement and campaign performance.
The increasing adoption of AI-powered tools has opened new possibilities for businesses, enabling faster content production, improved consumer data analysis, personalised marketing communication and more efficient campaign management.
However, the technological shift has also triggered concerns about the future of traditional creative agencies, particularly as brands explore automated alternatives to services previously handled by advertising professionals.
The central question confronting the industry is whether AI will eventually displace creative agencies or become a strategic tool that strengthens their capacity to deliver innovative solutions and greater value to clients.
For creative agencies, the challenge goes beyond adopting new technology. It involves redefining their value propositions, strengthening strategic capabilities and demonstrating that creativity, human insight and cultural intelligence remain indispensable to effective brand communication.
While AI can automate routine processes and accelerate content generation, successful advertising still requires originality, emotional intelligence, strategic thinking and an understanding of the cultural and behavioural factors that influence consumer decisions.
These considerations are expected to shape conversations at the conference as practitioners examine how the industry can balance technological innovation with the human creativity that drives meaningful brand connections.
Other speakers expected at the conference include the Director-General of the Advertising Regulatory Council of Nigeria (ARCON), Dr. Olalekan Fadolapo, and Bethel Obioma, Head of Corporate Communications at Sahara Group.
The panel session will be moderated by Tolulope A. Modasbem, Chief Executive Officer of Lead Central and author of Integrated Marketing.
Other panellists include Angela Ukara-Makinde, Chief Engagement Strategist at EXP Marketing Nigeria; Adeola Amosun, Group Media Manager at Tolaram Group; Dr. Seyi Akindeinde, Founder of Hyperspace Technologies; George Isitu-Okukwe, Chief Executive Officer of TBWA\Concept; and Dr. Oludare Ogunyemi, Senior Lecturer in the Department of Mass Communication at Caleb University, Imota, Lagos State.
According to BJAN Chairman, Mr. Daniel Obi, the conference will provide a platform for industry stakeholders to exchange ideas on the implications of AI for brand building and the future of advertising practice.
The conference is expected to stimulate conversations on how advertising professionals can navigate technological disruption, adapt to changing market realities and sustain the creative and strategic relevance of the industry. .