AI, Tech Innovation Poised to Drive Advertising Evolution

Samuel Mobolaji

The 4th edition of the National Advertising Conference (NAC) 2024 is set to highlight the transformative role of artificial intelligence (AI), generative technologies, and digital innovation in reshaping Nigeria’s advertising industry.

Scheduled for November 13-15 at the Abuja Continental Hotel, the event will bring together top industry leaders, technologists, and policymakers to explore how emerging technologies can revolutionize advertising practices and foster business sustainability.

With the theme “Navigating the Shifts: Technology, Culture, and New Business Models,” the conference comes at a critical time for the advertising sector, as it grapples with global economic challenges and rapidly evolving consumer behavior. Rising business costs and declining consumer purchasing power have put pressure on traditional advertising models, driving the need for tech-driven solutions to meet these challenges head-on.

Director General of the Advertising Regulatory Council of Nigeria (ARCON), Dr Olalekan Fadolapo, emphasized the necessity of cross-industry collaboration to drive innovation in the sector.

He explained that the conference is designed to bring together sectoral groups to forge partnerships and push technological innovation that will sustain growth and push the industry forward.

A key focus of the event will be the rise of generative AI in advertising. Industry leaders like Victor Afolabi, Group Managing Director of GDM Group, and Funke Adekola, COO of Dentsu Creative, will examine how AI is transforming creative processes, content generation, and consumer targeting. With AI increasingly reshaping personalized marketing and data analytics, discussions will explore the opportunities and challenges presented by these technologies.

Victor Afolabi noted that AI is not just a buzzword but is fundamentally changing how advertisers approach creativity and consumer engagement, urging the industry to quickly adapt to leverage its full potential.

The conference will also address how tech innovation can help advertisers navigate rising costs and shrinking consumer markets amid economic pressures, such as the naira’s devaluation. Tunji Adeyinka, Chairman of the Planning Committee, highlighted the need for advertisers to adopt innovative, tech-driven strategies to deliver value in this challenging environment, rethinking operations and embracing new technologies to remain competitive.

Industry leaders such as Dr. John Momoh, Chairman of Channels Media Group, and Dr. Tayo Aduloju, CEO of the Nigeria Economic Summit Group (NESG), will share insights on how technology can act as a catalyst for business transformation across advertising and media landscapes.

The event will also explore how technology is driving new advertising trends and strategies, particularly through youth culture, content creation, and digital publishing. With AI and digital platforms increasingly dictating the future of the industry, the conference is set to provide valuable insights on how tech can shape the future of advertising, drive growth, and create innovative solutions for today’s challenges.