MarkHack 5.0 Champions Localised AI Strategies for Africa’s Modern Brands
MarkHack 5.0 marked a pivotal moment for Africa’s marketing, media, and technology sectors, bringing together an elite assembly of industry leaders, innovators, and policymakers at the Oriental Hotel, Victoria Island, Lagos, on Friday, 5 June 2026.
Organised by GDM Group in partnership with Eko Innovation Centre and Brand Communicator, this year’s edition, themed **“The Culture Algorithm: AI × Human Experience”**, transcended mere dialogue to establish a new strategic framework for how brands must adapt in an AI-driven world.
From the outset, the conference demonstrated both depth and purpose. In his opening remarks, Joshua Ajayi, Founder of Brand Communicator, set a decisive tone, positioning MarkHack as a platform not just for conversation but for shaping industry direction. This was reinforced by a goodwill address from Dr Bolajoko Bayo-Ajayi, President and Chairman of NIMN’s Council, who emphasised the urgency for marketing leadership to evolve amid technological disruption.
The first plenary session featured Osato Evbuomwan, Marketing Director at Moët Hennessy Nigeria, on the theme “Trust That Sells: How AI is Changing What Consumers Believe and Buy.” The panel, moderated by Tolulope Madebem, President of EXMAN, included Olayinka Iyinolakan (Founder, Indigenius AI), Nengi Akinola (Head of Marketing, BetKing), and Segun Ogunleye (Head of Marketing, Diageo). They explored how AI-driven strategies are reshaping consumer trust and decision-making, providing practical insights into culturally relevant marketing.
A highlight of the event was the keynote speech by Victoria Ajayi, Group MD/CEO of TVC Communications, who offered a compelling perspective on the rising “trust deficit” in the age of AI. Her address underscored a central message: while AI enhances reach and efficiency, it is human judgment, authenticity, and ethical responsibility that truly sustain brand equity.
The dialogue deepened in the second plenary, which centred on the intersection of AI and African storytelling. Led by Mabel Adeteye, Head of Brands & Marketing Communications at Wema Bank, the session “Brand Storytelling in Africa: The Role of AI in Building Authentic Consumer Narratives” was moderated by Joanna Mustapha of News Central TV. Panelists including Adebola Williams, Winston Ailemoh, Oduwaye Ayotomiwa, and Isaac Akani discussed practical strategies for leveraging AI to craft authentic, culturally resonant narratives—giving participants actionable insights to forge stronger connections with African consumers.
Beyond the main stage, parallel breakout sessions translated strategy into practice. In one track, “From Data to Demand: Making AI Work in Real African Markets,” discussants such as Chioma Otisi-Igwe (FrieslandCampina WAMCO Nigeria PLC), Godson Nkeokelonye (Excite Panacea Limited), Simpa Yekini (Tingtel), Temi Kolawole (Ilorin Innovation Hub), and Chibuike Goodnews (Dochase AdX) delved into applying AI for targeted campaign planning, consumer insights, and operational efficiencies.
Simultaneously, the session “Local by Design: Rethinking African Consumer Insight for Modern Brands” brought together experts including Fiyin Toyo (Beiersdorf), Dr Abiodun Ajiborode (Brand Management Academy), David Mogaji (Candleweb AI), Tope Sule (Indomie), and Martha Kayode (PZ Cussons), moderated by Mobolaji Junaid of WhyFinite. This track emphasised harnessing local insights to develop culturally informed marketing strategies, offering practical approaches to effective brand-building in Africa.
These sessions exemplified a focus on real-world application, leaving attendees equipped with concrete methods for integrating AI into campaign planning, audience targeting, and brand positioning—ensuring relevance and effectiveness in the local context.
Overall, MarkHack 5.0 distinguished itself not only through its stellar line-up of speakers but also by the calibre of its conversations. It successfully bridged the often-separated worlds of technology, creativity, and commerce, creating a cohesive platform where innovative ideas translate into strategic action.
As AI continues to redefine the global marketing landscape, MarkHack 5.0 has solidified its position as Africa’s premier gathering for forward-thinking practitioners, shaping the future of how brands will compete, connect, and generate value in the coming years.