Heads of the Advertising Sectoral Groups (HASG) comprising the Association of Advertising Agencies of Nigeria (AAAN), Out-of-Home Advertising Association of Nigeria (OAAN), Media Independent Practitioners Association of Nigeria (MIPAN), Experiential Marketers Association of Nigeria (EXMAN) and Advertisers Association of Nigeria (ADVAN) organized a webinar on Friday themed “The Impact of AI on Marketing Communications”. Both the lead speaker and the panelists emphasized the importance and significance of AI in marketing communications.
The keynote speaker, Dr. Tayo Oyedeji, CEO Insight Publicis explained how crucial AI will help in carrying out the day to day activities in marketing communications.
According to him, “AI is not here to take over jobs, but to aid the efficiency of jobs.” He further added that AI if used efficiently will help provide better results.
Demonstrating the use of Chat Gpt to show how AI could help in mapping out an effective strategy for an advertising campaign,
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Dr. Tayo said it was important to use the right words and to be skillful on prompting in order to get the results.
Mrs. Esther Obafemi, Head, Digital Transformation & Media, Friesland Campina WAMCO who was one of the panelists said that the AI platform is malleable, which means it is flexible and could be liable to change; and that there are also tools that could be used to fact check AI in order to avoid Plagiarism.
According to her, “We are in the creative industry and we can’t just copy and paste what we get from AI, we have to humanise it to get the best result as this would bring our creativity to the fore.
She however said that Plagiarism is a lesser concern when it comes to AI but a more pressing concern in the use of AI is the ethical consideration in the sense that users must be transparent especially putting consumers’ data on AI.
Mr. Maurice Ugwonoh, Creative Director, Noah’s Ark Communications further added that agencies need to be at the forefront of using AI, but advised however that AI should not be at the front seat, but rather it should be like a co-Pilot, and that the user should deploy in a way to breathe life to the creativity.
The moderator, Mrs. Tolu Medebem, COO/Lead Consultant, Aster Integrated Marketing Limited (AIML) and President of the Experiential Marketers Association of Nigeria (EXMAN), in her remarks said AI is a core in advertising and if well utilized, could be a win for the advertising subsector.
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