The Federal Government has identified technology, creativity and professional innovation as the key drivers of growth and global competitiveness in Nigeria’s advertising and marketing communications industry.

Mohammed Idris, Minister of Information and National Orientation, stated this on Thursday in Abuja at the 2026 National Advertising Conference, themed “Repositioning the Marketing Communications Industry for the Next Frontier.”

He was represented by Dr. Binyerem C. Ukaire, Permanent Secretary of the Federal Ministry of Information and National Orientation. 

According to the Minister, emerging technologies, particularly artificial intelligence (AI), are reshaping advertising practices, consumer behaviour and the relationship between traditional and digital media.

He commended the Advertising Regulatory Council of Nigeria (ARCON) for providing a platform for advertisers, agencies and media organisations to engage, and stressed the need for an industry that is innovative, responsible and consumer-focused.

He said the Federal Government’s National Artificial Intelligence Strategy provides a framework for responsible adoption of the technology, with AI offering opportunities to improve audience analysis, content development, campaign planning and performance measurement.

The Minister, however, cautioned that wider use of AI must come with safeguards against misinformation, intellectual property violations, privacy breaches and concerns over accountability.

“Our task, therefore, is to encourage innovation while ensuring that technology is deployed responsibly,” he said.

He also underlined the importance of the Nigerian Data Protection Act 2023 and the ARCON Act 2022 in protecting consumers, promoting transparency and strengthening professional standards. He urged ARCON to develop practical regulatory frameworks for digital advertising, influencer marketing and AI-generated content, noting that public confidence remains essential to the industry’s sustainability.

Idris described advertising as a major contributor to Nigeria’s creative economy, with significant potential to generate employment and attract investment across the media, entertainment, technology and other creative sectors. He called for more investment in local talent, professional development and internationally competitive content, so that Nigeria can make the most of opportunities under the African Continental Free Trade Area (AfCFTA).

“The future of marketing communications will belong to industries that combine technology with human creativity, commercial success with professional ethics, and innovation with responsibility,” he stated.