The 2025 Brands and Marketing Conference, hosted by the Brand Journalists Association of Nigeria (BJAN), became the platform for a crucial industry call to action regarding Artificial Intelligence (AI). Dr. Cherry Eromosele, Executive Vice President and Group Chief Marketing and Communications Officer at Interswitch Group, delivered a keynote address (read by Tomi Ogunlesi, Divisional Head, Brands and Communications) emphasizing the need for a balanced, collaborative, and responsible approach to AI adoption by marketers and journalists.
Addressing the conference theme, “AI and the Future of Marketing Workflow: Disruption or Opportunity?”, Dr. Eromosele framed AI not as a replacement for humans, but as a powerful enhancer of human capability.
“The real risk is not in the technology itself, but in the reluctance to adapt. AI will enhance human output, but it still requires human judgment to ensure accuracy, context, and responsible use.”
The New Marketing Trinity and Structural Shifts
Dr. Eromosele highlighted that AI has already fundamentally reshaped the marketing landscape, driven by a new concept: the ‘New Marketing Trinity’ of Data, Creativity, and Algorithms. AI acts as a powerful multiplier, accelerating insight, precision, and storytelling.
She detailed five major transformations redefining modern marketing practice:
-
From Campaigns to Always-On Brand Conversations: Brands must maintain continuous engagement instead of relying on fixed-period campaigns.
-
From Fixed Demographics to Dynamic Personas: AI allows for audience targeting based on dynamic, evolving individual characteristics rather than static groups.
-
From Traditional Media Buying to Predictive Distribution Models: AI anticipates audience needs and allocates resources before campaigns even start.
-
Rise of Agentic AI Systems: These systems are moving beyond basic content generation to become autonomous co-workers capable of planning, learning, and executing complex tasks.
This new reality ushers in “The Age of the Augmented Marketer,” where AI amplifies, rather than replaces, human input.
Skills and Governance for the AI Era
The keynote stressed that human oversight, creativity, and ethical consideration remain essential. Professionals must build new capabilities to thrive:
