AI will enhance, not replace human creativity in marketing – Olusesan Ogunyooye
By Oluwaseyi Lawal
Olusesan Ogunyooye, Head of Marketing at AXA Mansard, has emphasized that while artificial intelligence (AI) is rapidly transforming the marketing landscape, it will not replace the need for human creativity.
Speaking at the 2024 MARKETING EDGE Annual Marketing National Summit, Ogunyooye highlighted how AI can improve campaign efficiency, ethical marketing, and customer experiences without compromising the essence of traditional marketing practices.
This year’s summit centered around the transformative theme “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity”.
In his remarks, Ogunyooye emphasized the delicate balance that marketers must strike between leveraging AI’s potential and addressing ethical concerns, such as data privacy. “There is a lot of responsibility that will be coming to us as marketers, from data privacy, to pricing conversation, to ethical marketing. As much as we can use AI for our good, it can also come with challenges,” he said.
Ogunyooye also spoke on how AI is transforming marketing by improving campaign efficiency, optimizing marketing spend, and creating better customer experiences. He explained, “We will accelerate better, build better products, and sell in more places online. Omnichannel experiences are now a reality, and AI helps make all of this possible.”
However, Ogunyooye did not dismiss traditional media’s significance. He highlighted its continued relevance, saying, “The traditional media are not likely to go away just like that because they are more defined and regulated than digital media.” This remark emphasized that despite the rapid growth of digital platforms, traditional advertising methods still hold value due to their structured and reliable nature.
A major highlight of Ogunyooye’s session was his discussion on the future of sustainability in marketing. He stressed that ethical marketing and sustainability are now essential for brands that want to stay competitive. “Sustainability is the way to go now, and that’s the marketing of the future. People want to do good or be seen as doing good, so we need to key into that in terms of marketing and communication,” he said. Ogunyooye added that stiffer regulations around sustainability would likely emerge, compelling brands to adopt more ethical marketing practices.
Influencer marketing also took center stage in Ogunyooye’s presentation. He pointed out that the growing power of influencers will soon lead to more structured pricing and regulation, including taxation. “Influencers are becoming a business. Soon, they will have to start paying taxes. It’s going to be more designed and structured because they’re becoming a significant part of marketing communication,” he noted.
Addressing the role of AI in practical business applications, Ogunyooye provided an example of AI’s use in loss prevention through image recognition technology. He explained how AI can detect potential theft scenarios in real time, which highlights the integration of advanced technology in everyday operations. “Marketing technology is not here to kill us, it’s actually going to help us work better,” he said, reinforcing the idea that AI should be embraced rather than feared.
As the summit concluded, Ogunyooye reiterated that while technology continues to evolve, the essence of marketing remains the same: “The business of marketing is not changing. New trends are only coming in to enhance what we already do. Technology is in the center of marketing now, but it’s here to support us, not replace us.”
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