Experts in the marketing communications industry have advised businesses on the potential benefits of Artificial Intelligence in empowering brands to optimise their strategies.

Rising from a three-day 2025 Management Strategy Conference organised by the MediaFuse-Dentsu Nigeria, the experts urged commitment towards shifting to AI adoption for a dynamic creativity and understanding the evolving client needs and expectations in today’s dynamic digital landscape.

Speaking at the conference, the Group Chief Executive Officer of MediaFuse-Dentsu Nigeria, Emeka Okeke, emphasised that the marketing communications industry was transitioning to a future, where AI, data science, and platform development would play pivotal roles.

Reaffirming the agency’s commitment to driving innovation, Okeke highlighted MediaFuse-Dentsu’s investment in AI-driven personalization, saying: “We are transitioning from generalised data capture to hyper-personalisation. Our new AI-powered tool, set for market launch soon, will redefine how brands engage with consumers,” he said.

On industry evolution, Okeke urged stakeholders to embrace the changing dynamics.

“Marketing communications is shifting from traditional methods to data-driven solutions. Skills in data engineering, prompt engineering, and AI-driven creativity will become indispensable,” he noted.

In his remarks, the Chief Data Officer of Dentsu Sub-Saharan Africa, Paul Stemmet, noted that Generative AI would be the biggest game-changer in the next few years, and urged every agency and employee to grasp its implications and integrate it into their strategy.