Journalists are the Key to Brand Visibility: Stakeholders Hail Media Contribution, Stress Ethical AI Use at BJAN Conference

Marketing communications leaders and stakeholders who gathered at the 2025 Annual Brands & Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN) have praised the contributions of brand journalists for their consistent efforts, which have significantly enhanced the respect and development of Nigeria’s marketing communications industry.

While celebrating the vital role of the media in shaping brand narratives, speakers at the event—whose theme was “Artificial Intelligence (AI) and the Future of Marketing Workflow: Opportunities and Challenges”— emphasised that journalists must master AI tools to ensure that the human element remains central to communication.

Industry leaders reflected on how far the profession has come, acknowledging that decades ago, advertising and marketing communications lacked respect and public recognition. Udeme Ufot, Group CEO of SO&U, noted that the current stature of the sector is a direct result of media coverage. “The fact that marketing and advertising are now so well recognised and respected is because of the work that journalists have done,” he stated.

He further explained that increasing awareness around brand management and marketing communications attracts high-quality professionals, which in turn earns greater respect and recognition for the industry.

This sentiment was echoed by Dr. Susan Ngozi Agbo, Director of the Registration Directorate at ARCON, who represented Dr. Lekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON). She highlighted that the value journalists contribute to the industry cannot be overstated.

“The work you do within the entire marketing ecosystem cannot be overemphasised,” she said, adding that brands are visible “because of the journalists and the attention you give to those brands.”

Daniel Obi, Chairman of BJAN, welcomed attendees to the key conference, emphasising that AI is transforming how the industry creates, communicates, plans, measures, and engages.

He stressed that professionals, including journalists and regulators, “must understand this technology deeply enough to use it ethically, strategically, and intelligently.”

The core discussion was centred on Artificial Intelligence, which speakers agreed is no longer a future prospect but the current reality.

Bethel Obioma, Head of Corporate Communications at Sahara Group, described the current landscape as “an equilibrium where disruption meets opportunity.” He strongly advised emerging professionals, stating, “The human edge will always trump anything else.” He asserted that while AI can handle tasks such as scaling, data analysis, and initial drafting, human practitioners must oversee strategy, creative decisions, and emotional nuances.

Mr Obioma warned against over-reliance on AI outputs, cautioning that AI-generated stories or pitches often miss the crucial “why” and lack the emotional and cultural context specific to the Nigerian market. For instance, AI may fail to anticipate cultural backlash caused by subtle emotional cues or the use of culturally sensitive language.

To leverage AI effectively, Mr Obioma outlined a three-pronged framework for journalists and marketers: Discovery, Smoothly (The Human Edge), and Mastery. He urged journalists to actively learn about AI tools, understanding what AI is, its limitations, and which specific tools to utilise for tasks such as writing or data analysis.

Explaining “Smoothly (The Human Edge)”, he advised applying critical thinking to AI outputs, interrogating results, and contextualising them with real-world business insights and local nuances. Journalists must ask: “Why?” and “Is this true?”.

Regarding “Mastery”, he explained that taking command of AI, integrating insights within one’s own business metrics, and delivering authentic, high-quality work are essential. Mr Obioma summarised, “AI only takes you to the bus stop; you need to start the vehicle and move on to the next stage.”

The speakers also emphasised that AI increases the need for vigilance, particularly against misinformation and bias.

Delivering insights on behalf of Dr Cherry Eromosele, Executive Vice President of Interswitch Group, Tomi Ogunlesi, Divisional Head of Brands, Communications, Content & CSR at Interswitch, highlighted that in the new marketing trinity, Data is the fuel, Creativity is the spark, and AI is the multiplier. However, she stressed that despite technological advancements, human elements remain irreplaceable. “Human skills define the why and the soul of the brand,” the presentation stated.

Dr Eromosele’s recommendations for the evolving brand journalist included strengthening investigative skills, fostering collaboration rather than competition, and paying close attention to detail. She warned against the ethical risks of publishing AI-generated content without diligent review, citing instances where major publications outsourced content creation only to publish glaring errors.