‘AI Won’t Take Marketers’ Jobs—Professionals with AI Skills Will’, Says Ogunyooye

Olusesan Ogunyooye, Head of Marketing at AXA Mansard Insurance Plc, asserts that while technology and Artificial Intelligence (AI) are transforming the marketing landscape, they will not eliminate marketing jobs. Instead, they will create a new array of opportunities for professionals who possess technological skills.

Ogunyooye shared these insights during the recent MarTech Africa 2.0 conference in Lagos, which attracted nearly 500 marketing professionals. He emphasized that, although marketing is increasingly incorporating technology, Nigeria and many African markets are still in the early stages of the martech revolution.

“What we are currently doing with technology and AI in marketing is just the tip of the iceberg,” Ogunyooye remarked. He encouraged attendees to envision a future where data is fully integrated, 5G networks are operational, and connected devices function as marketing tools.

He painted a vivid picture of potential advancements in health tech: “Imagine a scenario where a patient can call a doctor through a voice assistant, who then connects them with the nearest diagnostic center. The doctor receives the patient’s report electronically, prescribes medication, and arranges for home delivery, all while ensuring the patient’s privacy through blockchain technology. This is just the beginning of what is possible.”

Ogunyooye noted that as martech becomes more embedded in business practices, the lines between various marketing functions will blur. He pointed out that roles such as digital marketing, growth marketing, and tech marketing will increasingly overlap in this evolving landscape.

“The ideal professional in the emerging marketing tech space will excel in marketing, data analysis, and technology operations that enhance marketing solutions. Those who should be concerned about their job security are those who fail to integrate these three competencies,” he warned.

He acknowledged that while AI and technology may reduce traditional job roles, they will also generate new positions that are currently unimaginable. For instance, AI is already revolutionizing content creation, media buying, customer segmentation, and brand storytelling. “In areas like SEO, AI can produce high-quality content more efficiently than humans, meaning fewer writers may be needed,” he explained.

Rather than fearing these changes, Ogunyooye encouraged marketing professionals to embrace this technological shift as a chance to enhance their skills. However, he cautioned against confusing technology for a marketing strategy.

“Technology is not a strategy; it merely accelerates and enhances your existing strategies. A flawed message will remain ineffective, even when delivered through the most advanced digital platforms,” he said. “While tech can collect and analyze data with incredible precision, humans are still essential for testing, validating, and developing solutions based on those insights.”

Ogunyooye urged marketing professionals to view the advancements in martech as opportunities for growth rather than threats to their careers. He also called on organizations to prioritize training and development, ensuring their teams are equipped with the necessary skills to harness data-driven insights effectively.