AI creates value in marketing communication – Adediran
By Ibidunni Banjoko
Emmanuel Adediran, Business Unit Director at Plus Acuity, has stated the relevance of exploring the transformative potential of Artificial Intelligence (AI) in reshaping marketing communications and its vast opportunities for brands.
He stated this at the MARKETING EDGE 2024 first quarter summit which was held virtually with the themes “Reshaping Marketing Communications: Leveraging the Vast Opportunities in AI for Brands’ Sustainability”, “Strategic AI Integration: Why Brands in Emerging Markets Should Upgrade Infrastructure & Upskill Workforce to Stay Ahead” and “Golden Age of Data: Mastering Data-Driven Marketing for Growth.”
During the summit, Adediran delivered a compelling presentation emphasizing the omnipresence of AI in contemporary technology. He underscored that while AI is not a new concept, its recent resurgence and mainstream adoption across various industries have led to significant advancements, revolutionizing everyday experiences.
Drawing parallels to ubiquitous AI applications like virtual assistants (Siri, Alexa), navigation systems (Google Maps), and personalized content recommendations (Netflix), Adediran highlighted AI’s pivotal role in enhancing efficiency and effectiveness across diverse sectors.
Accenture’s estimates of an additional $15 trillion in global revenue by the end of the decade, driven by AI adoption, further underscored the immense value AI brings to businesses. Addressing concerns about job displacement, Adediran cited projections by the World Economic Forum indicating the creation of 100 million new employment opportunities in the next two to five years due to AI integration.
In the Nigerian context, Adediran showcased AI’s practical applications, including chatbots for customer service, healthcare diagnostics via WhatsApp, and navigation aids like the lara.ag app. He also referenced innovative projects such as an AI-generated music album and Coca-Cola’s campaign leveraging AI for user-generated content.
However, Adediran cautioned that the success of AI initiatives depends on the availability and quality of data. He emphasized the need for collaboration to gather and utilize local data effectively, advocating for upskilling efforts to equip professionals with AI proficiency.
In conclusion, Adediran reiterated the importance of continued learning and adaptation in the AI-driven future of marketing communications. As Nigeria gears up for the NPRW, the spotlight on AI underscores its pivotal role in shaping the industry’s future landscape.
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