Markhack 5.0 has highlighted the growing role of artificial intelligence in transforming marketing, brand building and consumer engagement across Africa, bringing together leading executives, innovators and policymakers to discuss how businesses can remain competitive in an increasingly AI-driven economy.

Held in Lagos, the conference was organised by GDM Group in partnership with ekoinnovationcentre.com⁠ and brandcom.ng⁠ under the theme: ‘The Culture Algorithm: AI Human Experience’.

The event focused on how organisations can leverage AI technologies while maintaining consumer trust, cultural relevance and authentic brand experiences.

In his opening remarks, founder of Brand Communicator, Joshua Ajayi, described MarkHack as a platform designed to shape industry direction and accelerate innovation across marketing, media and technology.

He was joined by the President and Chairman of Council, NIMN, Dr Bolajoko Bayo-Ajayi, who stressed the need for marketing professionals to adapt to rapid technological disruption and evolving consumer expectations.

A major highlight of the conference was the keynote address delivered by the Group MD/CEO, TVC Communications, Victoria Ajayi, who examined the growing challenge of maintaining consumer trust in an era increasingly influenced by artificial intelligence. She argued that while AI can improve efficiency and expand reach, long-term brand value will continue to depend on human judgment, authenticity and ethical decision-making.

The conference also featured high-level discussions on the commercial implications of AI for businesses. During a plenary session titled ‘Trust That Sells: How AI is Changing What Consumers Believe, and Buy’, industry leaders explored how AI-powered tools are influencing purchasing behaviour, customer engagement and marketing effectiveness.

Speakers included Osato Evbuomwan, Olayinka Iyinolakan, Nengi Akinola and Segun Ogunleye, who shared practical insights into the use of AI-driven strategies to strengthen consumer trust and improve business performance.

Another key session examined the role of AI in African storytelling and brand communication. Led by Mabel Adeteye, the discussion explored how companies can use AI to create authentic and culturally relevant narratives that resonate with local audiences while driving stronger brand loyalty.

Beyond the plenary sessions, participants engaged in specialised workshops focused on translating AI concepts into measurable business outcomes. Discussions centred on data-driven decision-making, audience targeting, campaign optimisation and the use of local consumer insights to improve marketing effectiveness across African markets.

Industry experts from sectors including banking, telecommunications, consumer goods, advertising and technology shared case studies demonstrating how AI is already being deployed to improve operational efficiency, enhance customer experiences and unlock new growth opportunities.

The event reinforced the increasing convergence of technology, creativity and commerce, while underscoring the importance of developing AI solutions that reflect African realities and consumer behaviour.