Marketing Director at Moët Hennessy Nigeria, Osato Evbuomwan, stated that the real challenge for marketers is not whether to use AI but how to use it without losing the human touch.

Speaking as a panellist at the Marketing Edge National Stakeholders’ Summit on the topic AI Integration: Leveraging New Technologies to Achieve Business Results, she explained that the issue lies in applying AI the right way, not just adopting it.

To illustrate, she pointed to Netflix and Spotify. Their algorithms do more than recommend content; they keep users engaged, drive repeat visits, and reduce churn. Likewise, Coca-Cola uses AI to co-create flavours that feel futuristic yet culturally relevant. Starbucks’ Deep Brew system personalises offers and optimises store operations, while Heinz has turned AI itself into proof of dominance by asking machines to “draw ketchup” and consistently seeing its bottle appear. These, she stressed, are not gimmicks but serious business moves.

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However, Osato also raised the risks. Data privacy, algorithmic bias, and the thin line between personalisation and intrusion cannot be ignored. Over-reliance on AI, she warned, can strip brands of authenticity and cultural nuance. For her, AI must be treated as a co-creator, not a replacement.

Even so, her outlook on the future was bold. She described campaigns that build themselves in hours, hyper-personalised recommendations delivered in real time, and emotion-based AI that reads expressions and tone to adapt brand engagement instantly. According to her, marketers must begin building AI literacy now.

Her closing words reflected her wide experience across Nigeria, Ghana, South Africa, Kenya, and Côte d’Ivoire. AI, she affirmed, will not replace marketers. Instead, it will free them to do what humans do best: tell stories, craft strategy, and create culture.