Artificial Intelligence (AI) is reshaping the media and creative landscape as an evolving technology that complements human ingenuity rather than replaces it.

According to Remi Ogunpitan, Founder of IBST, AI should be seen as a collaborator, not a threat, as it enhances efficiency and accuracy in video content production while challenging professionals to adapt, learn, and stay relevant in the changing ecosystem.

 

AI as a Partner in Creativity

Speaking exclusively with MARKETING EDGE ON TV, Remi Ogunpitan, Founder of the media technology company IBST, described Artificial Intelligence in video content production as a collaborator rather than a threat.

While acknowledging its potential to cause job losses, he stressed the importance of adaptability and continuous learning for professionals to remain relevant in the fast-evolving media ecosystem.

“If people don’t make themselves relevant, they’ll become dinosaurs. They need to start learning, unlearning, and relearning so that they can be relevant and useful within that new ecosystem, within that sphere of development and influence at the way things are going. So it’s a collaborator,” he said.

Ogunpitan explained that AI helps improve efficiency and accuracy in content creation, making processes faster and cheaper for clients.

Nigeria’s Media Landscape: Opportunities and Challenges

He described Nigeria’s media and creative industry as vibrant and technology-driven, yet limited by structural gaps, weak regulation, and insufficient funding.

He also noted that barriers to youth participation persist, even as opportunities in the digital space continue to expand.

“There’s a lot of opportunities. And I guess everybody just has to kind of find a position that will make them still relevant for the future. Because as we move, a lot of organizations and people will become extinct because they’re not moving with the times.

They’re not able to adapt, they’re not able to condition themselves to be able to deal with the requirements of the new environment,” he said.

 

Video Content Dominance and the Mobile-First Shift

Reflecting on the evolution of video content production, Ogunpitan observed how video has grown increasingly dominant in Africa’s mobile-first landscape. Drawing from over 45 years of experience in the industry, he recounted the remarkable transformation journey — from the era of tape to the age of Netflix.

Furthermore, he projected substantial market growth, fueled by the rising influence of short-form videos and evolving social media trends.

“If you look at the data and the statistics, you’ll see that a lot of companies invested in video, not in TV adverts, but they’re investing in short, short-form videos that can be easily accessible and snackable,” he stated.

“You will find that the market in the next five years will almost triple, even up to four or five times,” he added.

 

Short-Form Videos: The Future of Content

He likened short-form videos to “snackable” content — easily consumed in small portions yet highly engaging.

“When content is snackable, and when you are snacking, you need to eat a lot of snacks before you can get full. The opportunities that actually exist within that total ecosystem are huge.

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And I’m talking about broadcasting to social media, content to filmmaking, and let’s not talk about the back end, the people that are running the data, the engineers that are coding for you to stream. It’s a huge ecosystem, in terms of the impact it’s going to have on the industry and on the economy and on Nigeria is huge,” he explained.

Data-Driven Creativity and Audience Engagement

Ogunpitan pointed out that creativity today is increasingly shaped by data, statistics, and audience engagement. While originality, cultural relevance, and storytelling remain essential, he stressed that content creation has become largely data-driven.

He noted that producing relevant content is no longer guesswork. With access to precise analytics, brands now invest heavily in social media platforms to measure audiences accurately and enhance engagement.

 

Traditional Media Still Holds Ground

However, Ogunpitan believes traditional platforms will remain relevant. He emphasized that Out-of-Home and radio, in particular, will continue to play a crucial role in reaching audiences in rural areas.

“Radio will still be very important, because a lot of our population will still be within rural areas, and they still need to be talked to in their own language,” he noted.

 

The Path Forward: Embracing Change

As the conversation around digital transformation deepens, Ogunpitan reaffirmed that digital platforms are projected to experience strong growth, propelled by mobile-first consumption patterns and more affordable data access.

He emphasised that embracing new media and emerging technologies remains crucial for achieving sustained success in the future.

Through his perspective, the message is clear — Artificial Intelligence is not the enemy of creativity. Instead, it is a partner in progress for professionals willing to evolve, learn, and thrive in the dynamic media ecosystem.

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