Nigeria’s advertising industry has begun taking deliberate steps toward preparing for the fast-changing realities of artificial intelligence and continental market integration, following the recent inauguration of two strategic committees by the Heads of Advertising Sectoral Groups.

In an exclusive conversation with MARKETING EDGE, Lanre Adisa explained  why the umbrella body moved early to establish the AI and African Continental Free Trade Area committees, and what the initiative means for agencies preparing for new policy directions and expanding competition across Africa.

Clarifying  the thinking behind the move and what it means for agencies,  the Chairman of HASG, therefore,  provided deeper insight into why the industry chose to act now and what outcomes stakeholders should expect in the coming months.

According to Adisa, the decision did not emerge suddenly. Instead, the initiative grew directly from structured conversations held with the National Advertising Conference planning committee as preparations intensified for this year’s edition of the conference. During those engagements, industry leaders deliberately identified priority issues requiring coordinated thinking and possible policy direction.

He explained that Artificial Intelligence and continental trade integration quickly stood out as two subjects the industry could no longer treat casually or postpone for later discussion. Rather than continue informal conversations around them, HASG therefore moved to establish cross-sectoral working committees capable of producing structured recommendations that could guide industry action.

Adisa noted that digital transformation has already reshaped how advertising operates globally and continues to expand its influence across creative production, audience analytics, campaign delivery systems, and commercial frameworks. Because of that rapid shift, he stressed that practitioners must begin developing shared positions around emerging questions linked to AI deployment, including intellectual property protection, professional fees, ethical use standards, and operational safeguards across agencies.

Importantly, he emphasised that the committees were created not as symbolic advisory platforms but as working groups expected to investigate developments both within and outside Nigeria’s advertising environment. Their responsibility, he said, is to study global practice trends, review local industry realities, and propose actionable recommendations capable of strengthening Nigeria’s readiness for technological transition.

At the same time, Adisa explained that the decision to create a dedicated committee around AfCFTA reflects an equally urgent need for strategic preparation. According to him, the continental agreement will inevitably reshape how agencies operate across Africa whether the Nigerian industry prepares in advance or not. Consequently, HASG concluded that early engagement remains the most responsible path forward.

He explained that once continental trade barriers gradually reduce, agencies from across Africa will gain easier access to operate beyond their domestic markets. That shift, he noted, will significantly alter ownership structures, partnership models, and competitive dynamics within the marketing communications sector. Therefore, Nigerian practitioners must begin positioning themselves proactively rather than reacting after those changes take effect.

In practical terms, he said the AfCFTA committee will help stakeholders examine how the industry can protect its interests while simultaneously taking advantage of expansion opportunities across African markets. The goal, he added, is not defensive positioning alone but strategic participation in a broader continental services economy already beginning to take shape.

Adisa further clarified that both committees have been assigned a three-month timeline to complete their investigations and submit structured reports containing recommendations for industry consideration. During that period, members will review developments across multiple markets, examine regulatory frameworks affecting operations within Nigeria, and propose strategies capable of strengthening competitiveness in both digital and cross-border environments.

He also stressed that HASG is deliberately working in collaboration with the Advertising Regulatory Council of Nigeria throughout the process. Representatives of the regulator, he confirmed, are already participating within the committees themselves. As a result, the exercise goes beyond internal association dialogue and instead reflects a coordinated industry effort designed to produce outcomes regulators and practitioners can jointly support.

According to him, once the committees complete their assignments, HASG will review their submissions and subsequently share the findings with ARCON to ensure alignment before wider industry engagement begins. He added that the recommendations will also contribute directly to discussions expected at the National Advertising Conference scheduled later in the year.

Beyond timelines and deliverables, Adisa emphasised that the broader objective of the initiative remains preparation rather than reaction. Artificial Intelligence, he noted, is already influencing pricing structures, intellectual property ownership conversations, workflow efficiency expectations, and content development processes across global advertising markets. Similarly, AfCFTA is already reshaping how service industries evaluate expansion strategy across Africa.

Because of these realities, he explained that the Nigerian advertising industry must begin building internal clarity around its policy positions before external pressures begin dictating outcomes.

Through the inauguration of both committees, HASG has therefore taken what many stakeholders now view as one of the most coordinated steps yet toward aligning Nigeria’s advertising ecosystem with emerging digital realities and continental market integration frameworks. More importantly, the move signals a shift toward structured industry collaboration designed not only to anticipate change but to influence how that change unfolds across the region.