WFA CEO, highlights trust as cornerstone of AI-Powered marketing at ADVAN Forum

Stephan Loerke, Chief Executive Officer of the World Federation of Advertisers (WFA)

By Felicia Nwosu

The 2025 ADVAN CMO Forum lived up to its billing as Nigeria’s premier gathering of marketing leaders when Stephan Loerke, Chief Executive Officer of the World Federation of Advertisers (WFA), set the tone with a powerful address on the future of trust and artificial intelligence in global marketing.

He insisted that trust must remain the foundation of marketing as artificial intelligence reshapes global brand engagement.

Gathering of Industry Leaders

Held on Victoria Island, Lagos, the forum, themed “Growth, Governance and G-AI: The New Trinity for the Nigerian CMO,” brought together top CEOs and C-suite marketing executives in an exclusive environment designed to shape conversations around the evolving role of marketing leadership.

Loerke’s Virtual Address

Although not physically present, Loerke joined the gathering virtually.

The Centrality of Trust

In his address, Loerke emphasized that in an era marked by global uncertainty, trust had become more vital than ever.

“In times like these, trust becomes even more important.

There are promises built on trust, but in today’s world, trust is in short supply.”

He noted that the advertising industry, both globally and in Nigeria, had long recognized its responsibility to protect and nurture trust, pointing to standards that safeguard consumers while still encouraging creativity and innovation.

“This commitment is not optional,” he remarked. “It is fundamental to ensuring that advertising continues to serve people, businesses, and society.”

AI as a Transformative Force

Loerke described artificial intelligence as one of the most powerful forces currently reshaping the industry, noting its “spectacular” growth and its ability to revolutionize marketing operations.

He cited efficiency gains, enhanced ideation, and more precise delivery as unprecedented opportunities AI offered marketers.

“Major brands around the world are already embracing these opportunities,” he observed.

“For marketers, AI turbocharges innovation and the ability to deliver accurate, convenient output.”

Balancing Opportunity and Risk

However, he also cautioned that AI’s rapid adoption came with serious challenges, including data privacy issues, intellectual property concerns, and ethical considerations.

Without human oversight, he warned, the explosion of data could undermine the progress made in responsible marketing practices.

To address this, Loerke revealed that by the end of the year, the WFA would release the first global Responsive AI Marketing Challenge, a framework aimed at ensuring that growth and governance evolve together.

“Because the trust of the consumer is a prerequisite for sustainable growth,” he added.

A Call to Marketers

Closing his remarks, Loerke urged marketing leaders to embrace the extraordinary opportunities that AI presented while remaining steadfast in protecting consumer trust.

“The speed of change may feel overwhelming at times, but I am convinced that we, as brand marketers, have what it takes to seize this opportunity responsibly,” he said.