Akinsiku explores intersection of AI, human creativity at MARKETING EDGE Summit
By Felicia Nwosu
Sola Akinsiku, President of the Out-of-Home Advertising Association of Nigeria (OAAN) and Managing Director of Kok Visibility has emphasised the growing significance of AI technologies in enhancing operational efficiency while advocating for the preservation of human ingenuity.
The out-of-home marketing expert featured as one of the speakers at the 2024 MARKETING EDGE Annual Summit and Brands & Marketing Awards of Excellence, held today, September 27 via Zoom, with the theme: “Tech Acceleration: Integrating AI Without Sacrificing Human Creativity,”
Akinsiku articulated the dual nature of AI’s capabilities, acknowledging its strengths in data analysis and automation. He also cautioned that such over-dependence could result in job losses and a diminished human touch in brand communications.
“AI feeds on the vast amounts of data we provide, allowing it to generate insights and recommendations quickly. But we must be cautious of over-relying on these technologies, as they lack the emotional intelligence and nuanced understanding that human creators bring to the table. AI has the potential to streamline processes and provide data-driven insights that can elevate our marketing strategies. However, it’s imperative to recognize that human creativity remains irreplaceable in crafting authentic and emotionally resonant narratives.”
Akinsiku shared insights on how the advertising industry can adapt to the rapid advancements in AI, while stressing the need for a balanced approach, advocating for what he termed “hybrid intelligence.” The experienced egghead called for greater investment in training and education for marketing professionals to effectively harness AI tools while enhancing their creative skills, as well as stressing that fostering a culture of continuous learning is vital.
“This concept combines human intuition with AI-driven insights, creating a powerful synergy that can drive more impactful marketing strategies. As we navigate this technological landscape, it’s essential to equip ourselves with the knowledge to use AI responsibly and creatively.”
The OAAN President highlighted the role of collaboration between clients and creative agencies in leveraging AI effectively. He explained that while clients manage brand communications and set objectives, creative agencies provide the necessary expertise to craft compelling messages that resonate with target audiences.
He therefore concluded that both parties must work in tandem to maximize the potential of AI without losing sight of the human element.
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