Principal Consultant at Pandora Global Agency, Kehinde Ruth Onasoga, believes Artificial intelligence (AI) has come to stay, adding that any marketing communications professional that embraces the innovation will succeed.

In an exclusive interview with The Guardian, she observed AI has long been a part of digital marketing communication, particularly, through machine learning algorithms used in digital advertising platforms.

Furthermore, she added AI’s role in marketing communications has progressively evolved with advancements in automation, personalisation and predictive analytics.

To her, these advancements are deeply integrated into messaging platforms, social media, content generation, and data analysis, and they help marketers better know their audience segments, progressively contributing to campaigns in addressing customer needs directly and delivering exceptional value.

However, she added there are no advancements without their pros and cons and AI is no exception, “as it poses challenges, such as some biases, especially in data-scarce environments such as Africa. However, AI is here to stay, and those who adapt to its evolving capabilities will thrive. Marketing communications professionals can leverage AI by embracing data-driven decision-making.

Making reference to the CEO of OpenAI Sam Altman during his visit to Nigeria in 2021, she suggested, AI be regulated according to each country’s rules, ensuring developers are held accountable and responsible for their technology.

In conclusion, Onasoga added, “by staying informed about AI developments and adopting its strategies, we as marketing professionals can harness its full potential, overcoming challenges we presently face in the field and leverage its opportunities to improve efficiency and effectiveness in our campaigns.”