Dr. Olalekan Fadolapo, Director-General of the Advertising Regulatory Council of Nigeria (ARCON), has said artificial intelligence (AI) will reshape Nigeria’s advertising industry, but will not replace the human creativity, insight and strategic thinking that creative agencies bring to brand communication.

Fadolapo stated this at the 2026 Annual Brand and Marketing Conference organised by the Brand Journalists Association of Nigeria (BJAN) in Lagos. The conference themed: “Advertising in Nigeria and AI: Who Needs Creative Agencies Anyways?”

According to him, the advertising industry has experienced several major transformations over the years, yet creative agencies have continued to adapt and remain relevant. He argued that AI should be seen as another stage of that evolution, not the end of the creative agency business.

“AI is not a challenge alone. It is how we are able to manage it,” Dr. Fadolapo said, stressing that the industry must embrace the technology while preserving the human elements that make advertising effective, credible and relatable.

The ARCON chief acknowledged that AI can now generate campaign ideas, images, voices and other creative assets within seconds. However, he maintained that technology cannot fully replicate the originality, emotional intelligence and cultural understanding that professional creatives bring to advertising.

He identified human insight, creativity and originality as key differentiators between professionally developed advertising and machine-generated content.

Dr. Fadolapo said the future of advertising should not be framed as a contest between humans and machines. Instead, he described it as a partnership in which technology supports human imagination and strategic thinking.

While acknowledging the opportunities presented by AI, Dr. Fadolapo warned that the growing use of AI-generated images and voices is creating serious regulatory and ethical concerns.

He questioned who should be held responsible when a person’s image or voice is manipulated and used in an advertisement without their knowledge or consent.

The situation becomes more complicated, he noted, when such content is published across digital and other media platforms, potentially creating the impression that the individual is endorsing a product, service or message.

Dr. Fadolapo therefore called for a robust regulatory framework to guide the deployment of AI in advertising and prevent the technology from operating without adequate safeguards.

“You can’t put AI on a free move,” he said, insisting that responsible regulation must accompany technological innovation.

Dr. Fadolapo also reflected on the changing structure of Nigeria’s advertising industry, noting that the business model has continued to evolve as functions once concentrated within traditional agencies become increasingly specialised.

He said areas such as media, public relations, activation and other forms of communication have gradually emerged as distinct professional services. AI, according to him, will further accelerate this evolution and compel practitioners to rethink how agencies create value for brands and consumers.

He urged industry stakeholders to focus on how AI can improve efficiency, strengthen data-driven decision-making and enhance the quality of advertising campaigns without undermining professional and ethical standards.

Earlier in his remarks, Dr. Fadolapo commended BJAN for creating a platform for dialogue, learning and collaboration among journalists, advertising professionals, brands and other stakeholders.

He urged brand journalists to uphold accuracy, professionalism, credibility and responsible communication as advertising, journalism, public relations and technology continue to converge.

Dr. Fadolapo expressed confidence that responsible adoption of AI could help Nigeria’s creative economy become more competitive, generate employment and contribute significantly to economic growth.